Abstract All consumers have experiences that are rare or infrequent, be it a birthday or a trip to a new destination, but consumer decision making on such rare consumption occasions is poorly understood. Across five studies, we show that consumers…
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Abstract All consumers have experiences that are rare or infrequent, be it a birthday or a trip to a new destination, but consumer decision making on such rare consumption occasions is poorly understood. Across five studies, we show that consumers…