Who Is Your Customer and How Much Time They Have: the Moderating Effect of Assortment Type on Consumer Choice Satisfaction

Alignability generally increases choice process satisfaction. We propose that regulatory focus moderates this relationship. Promotion focus consumers would be satisfied with processing nonalignable information. However, when they are under time pressure, they would be less satisfied with the nonalignable information because of the heightened need for cognitive closure.



Citation:

Alisara Charinsarn and Kritsadarat Wattanasuwan (2012) ,"Who Is Your Customer and How Much Time They Have: the Moderating Effect of Assortment Type on Consumer Choice Satisfaction", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 435-436.

Authors

Alisara Charinsarn, Thammasat University, Thailand
Kritsadarat Wattanasuwan, Thammasat University, Thailand



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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