Follow your heart or your mind: the effect of consumption frequency on consumers' reliance on feelings
All consumers have experiences that are rare or infrequent, be it a birthday or a trip to a new destination, but consumer decision making on such rare consumption occasions is poorly understood. Across five studies, we show that consumers are more likely to rely on feelings over reasons on rare (vs....
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2024
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/178709 |