𝔖 Bobbio Scriptorium
✦   LIBER   ✦

When More Alternatives Lead to Less Choice

✍ Scribed by Kuksov, Dmitri; Villas-Boas, J. Miguel

Book ID
119943352
Publisher
INFORMS
Year
2010
Tongue
English
Weight
242 KB
Volume
29
Category
Article
ISSN
0732-2399

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πŸ“œ SIMILAR VOLUMES

β€œNo More” leads to β€œWant More,” but β€œNo
β€œNo More” leads to β€œWant More,” but β€œNo Less” leads to β€œWant Less”: Consumers' counterfactual thinking when faced with quantity restriction discounts
✍ Sukki Yoon; Patrick Vargas πŸ“‚ Article πŸ“… 2011 πŸ› John Wiley and Sons 🌐 English βš– 124 KB

## Abstract The current research examines the impact of point‐of‐purchase (POP) discounts on consumers' counterfactual thinking (CFT). Study 1 reveals that consumers tend to engage in upward CFT (what might have been better) rather than downward CFT (what might have been worse) in response to POP d