Tan, Teck Ming; Salo, Jari; Juntunen, Jouni; Kumar, Ashish - In: European Journal of Marketing 53 (2019) 1, pp. 37-62
Purpose: The study aims to investigate the psychological mechanism that motivates consumers to pay more for a preferred brand that reflects their actual or ideal self-concept, by examining the shift in attention between consumer’s present, future, and past moments....