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Keywords: Satisficers
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (2): 282–304.
Published: 06 December 2019
...Louise May Hassan; Edward Shiu; Miriam McGowan Purpose Prior research consistently found maximizers to experience greater regret over their choice than satisficers. Moreover, research also found maximizers to be trapped in a “maximization-regret-maximization” cycle. This paper aims to assess...
