Eternal Quest for the Best: Sequential (vs. Simultaneous) Option Presentation Undermines Choice Commitment

Research
Written by Travis Tatman

Mogilner, Cassie, Baba Shiv, and Sheena S. Iyengar (2013), “Eternal Quest for the Best: Sequential (vs. Simultaneous) Option Presentation Undermines Choice Commitment,” Journal of Consumer Research

Travis Tatman
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