Effect of Social Norm on Consumer Demand: Multiple Constraint Approach
The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2020-04-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol22/iss1/3/ |