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Keywords: Closeness
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Journal Articles
The effect of winning-losing perception on consumers’ variety-seeking behavior
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Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (6): 1624–1642.
Published: 27 January 2021
...En-Chung Chang; Beixi Wen; Xiaofei Tang Purpose This study aims to investigate the effect of winning-losing perception, including the winning or losing result and the closeness of this result, on consumers’ subsequent variety-seeking behavior. Design/methodology/approach Four experimental...
