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Published in 2019 at "Journal of Marketing Research"
DOI: 10.1177/0022243718819474
Abstract: Consumers often fail to utilize desirable offers they had originally selected and planned to use and thus later regret missing out on them. This failure to follow through induces an opportunity cost. In contrast to…
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Keywords:
cost overestimation;
choice;
opportunity;
opportunity cost ... See more keywords