The Effect of Choice Mode By Having Different Choice Set Size

People change their preference or act of choosing can be differ from their choice mode (instrumental vs. experiential) and choice set size. Participants in instrumental condition more like small choice set than large one. On the other hand, participants in experiential condition more like large choice set than small one.


Hyun-Kyung Lee, Miyeon Eo, and Jung Wan Ryu (2015) ,"The Effect of Choice Mode By Having Different Choice Set Size", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 326-326.


Hyun-Kyung Lee, Korea University, South Korea
Miyeon Eo, Korea University, South Korea
Jung Wan Ryu, Korea University, South Korea


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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