Planning For Multiple Shopping Goals in the Marketplace
We develop and test a novel psychophysics theory of multiple-goal pursuit in the marketplace. Five shopper-tracking studies uncover unique motivational patterns as consumers tackle multiple sub-goals to complete a trip: a monotonic decrease in motivation for shoppers with a list, versus a nonmonotonic stuck-in-the-middle effect for shoppers without a list.
Jacob Suher, Szu-chi Huang, and Leonard Lee (2019) ,"Planning For Multiple Shopping Goals in the Marketplace", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 206-211.
Jacob Suher, Portland State University, USA
Szu-chi Huang, Stanford University, USA
Leonard Lee, National University of Singapore, Singapore
NA - Advances in Consumer Research Volume 47 | 2019
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