Special Issue / Invited Peer-Reviewed Article
The Effects of Goal Conflict in Consumer Sequential Choices
2020 Volume 40 Issue 2 Pages 53-64
Details
2020 Volume 40 Issue 2 Pages 53-64
The current research focuses on the relevance of each choice as a factor that moderates the influence of prior choices on subsequent choices, and discusses the interaction between this relevance and a consumer characteristic, health awareness.
