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THE EFFECT OF VARIETY ON CONSUMER PREFERENCES: THE ROLE OF NEED FOR COGNITION AND RECOMMENDED ALTERNATIVES

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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

DOI: http://dx.doi.org/10.2224/sbp.2006.34.7.865

Publication date: January 1, 2006

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