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Keywords: Decision rules
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Journal Articles
International Journal of Wine Business Research (2026) 38 (1): 153–176.
Published: 17 February 2026
.... Describing consumers who use risk-reduction strategies as regret minimizers rather than utility maximizers is more in line with consumer psychology. Against this background, this study aims to introduce regret minimization as an alternative decision rule to explain wine purchase behavior. Design...
Includes: Supplementary data
