THE EFFECT OF VARIETY ON CONSUMER PREFERENCES: THE ROLE OF NEED FOR COGNITION AND RECOMMENDED ALTERNATIVES
Abstract:The study is based on the two conflicting perspectives of the existing literature: whether large variety will weaken or strengthen consumer preferences. This research identifies need for cognition (NFC) as a key factor moderating the effect of variety on consumer preferences and examines the role that recommended alternatives play. Implications are discussed based on the research results.
Document Type: Research Article
Publication date: 2006-01-01
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