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| Tekijä: | Wertenbroch, K. |
| Otsikko: | Consumption self-control by rationing purchase quantities of virtue and vice |
| Lehti: | Marketing Science
1998 : VOL. 17:4, p. 317-337 |
| Asiasana: | CONSUMERS CONSUMPTION PURCHASING |
| Kieli: | eng |
| Tiivistelmä: | Consumers' attempts to control their unwanted consumption impulses influence many everyday purchases with broad implications for marketers' pricing policies. Addressing theoreticians and practitioners alike, this paper uses multiple empirical methods to show that consumers voluntarily and strategically ration their purchase quantities of goods that are likely to be consumed on impulse and that therefore may pose self-control problems. |
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