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The positive effect of assortment size on purchase likelihood: The moderating influence of decision order |
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| Authors: | Leilei Gao Itamar Simonson |
| Affiliation: | 1. The Chinese University of Hong Kong, Shatin, Hong Kong;2. Graduate School of Business, Stanford University, CA 94305, USA |
| Abstract: | |
| Keywords: | Decision order Choice set size Purchase likelihood Choice deferral Choice overload |