Mittal, Banwari - In: Journal of Consumer Marketing 33 (2016) 1, pp. 20-31
Purpose – The purpose of the paper is to identify the psychographics of comparison shoppers. How do comparison shoppers … important: the act of engaging in comparison shopping did not, in and of itself, heighten (nor lessen) the decision confidence …/methodology/approach – Two separate surveys of convenience samples of consumers were used to identify comparison shoppers and non-comparison …