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Keywords: Sequential choices
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (2): 244–256.
Published: 23 January 2026
.... Originality/value This study contributes to the literature on sequential choice that investigates how prior outcomes influence individuals’ subsequent decisions. Using the different setting of NYC taxi drivers, this study adds to the empirical research on sequential choice in marketing, particularly how...
Includes: Supplementary data
