The impact of planned vs. unplanned purchases on subsequent purchase decision making in sequential buying situations
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DOI: 10.1016/j.jretconser.2020.102419
Abstract: The purpose of this study is to determine whether planned or unplanned purchases impact a consumer's willingness to pay for a subsequent purchase. We investigated the moderating roles of the justification heuristic and two different… read more here.
Keywords: purchase; subsequent purchase; willingness pay; situation ... See more keywords