The Influence of Shopping Goals on Consumers’ Sequential Choices

This study focused on shopping goals and analyzed sequential choice on the same scene. The results demonstrated that if the shopping goals were the same for the choices made at the first point and the second, the first choice affected the second choice more than if the goals were different.


Naoki Akamatsu and Reo Fukuda (2018) ,"The Influence of Shopping Goals on Consumers’ Sequential Choices", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 4-8.


Naoki Akamatsu, Meiji Gakuin University, Japan
Reo Fukuda, Asia University, Japan


AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018

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