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Journal Articles
Internet and prevalence of relative thinking
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2019) 36 (5): 600–609.
Published: 12 August 2019
... and analytical literature on relative thinking, perceived search costs and price savings to propose and test a conceptual model of relative thinking. Design/methodology/approach Through two studies, the paper tests whether individuals display relative thinking when shopping across stores vs online and how...
