The Effect of Construal Level on Variety Seeking across Subcategories
The present study investigates how consumers’ construal level affects their variety seeking behavior when choosing multiple items simultaneously. Especially the authors focus on the perceptual level at which variety seeking takes place and propose that variety seeking can take place not only at bran...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2019-10-01
|
| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol21/iss3/1/ |