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Keywords: Variety-seeking behaviour
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (7): 1257–1273.
Published: 17 June 2024
...Nirmalya Bandyopadhyay Purpose The study aimed to explore the differential impact of various types of sales promotion on consumers' variety-seeking behaviour and the roles of utilitarian and hedonic shopping motivations in promotion-induced variety-seeking. The study further assessed...
