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Keywords: Choice difficulty
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (5): 1377–1399.
Published: 09 April 2025
... included 293 MTurk participants, Study 2 included 286 MTurk participants, Study 3 comprised 267 undergraduate students in a consequential choice experiment, and Study 4 examined the actual purchase decisions of 981 MTurk participants. Findings It finds that greater choice difficulty increases...
