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Showing 1 to 2 of 2 for “"Consumer behavior--Psychological aspects"”.
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Complicating Choice
A great deal of research in consumer decision-making and social-cognition has explored consumers' attempts to simplify choices by bolstering their tentative choice candidate and/or denigrating the other alternatives. The present research investigates a diametrically opposed process, whereby …
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Egocentric Categorization: Self as a Reference Category in Product Judgment and Consumer Choice
Be it a shiny sports car or a luxury watch, consumers are predisposed to approach appealing objects. However, rules of modern society restrict consumers from touching or taking objects based on a mere desire to do so. Instead, consumers must have a legal connection to an object---ownership---in …