Ben-Ami, Michal; Hornik, Jacob; Eden, Dov; Kaplan, Oren - In: European Journal of Marketing 48 (2014) 11/12, pp. 1914-1938
Purpose – This article aims to lend insight into the consumption situation wherein consumers are unmotivated to try new products or behaviors that they perceive as too difficult to adopt as a result of low self-efficacy. Design/methodology/approach – Two experiments were introduced to test...