EXPRESS: How Consumers Resolve Conflict over Branded Products: Evidence from Mouse Cursor Trajectories
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DOI: 10.1177/00222437231170838
Abstract: Consumers differ in the extent to which brands drive their choices. The current research investigated the psychology underlying such decisions by using a cursor-tracking paradigm that captures consumers’ decision-making processes in real-time. Results indicate that… read more here.
Keywords: express consumers; preferred brand; brand product; brand ... See more keywords