Kim, Jungkeun; Cui, Yuanyuan (Gina); Hwang, Euejung; … - In: European Journal of Marketing 54 (2020) 9, pp. 2171-2194
Purpose: This paper aims to examine how consumers make choices when they are faced with a fixed set of available options, consisting of both preferred and less-preferred choices, in the domain of food consumption. Specifically, the paper offers a novel perspective to predict repeated choice...