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Keywords: Theory of psychological reactance
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2018) 52 (9-10): 1931–1955.
Published: 15 August 2018
... © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Freedom of choice Theory of psychological reactance Variety reduction Following calls for assortment efficiency and evidence that narrow assortments reduce shoppers’ tyranny of choice, many...
