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Choice under incomplete information on incumbents: Why consumers with stronger preferences are more likely to abandon their prior choices |
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| Authors: | Caglar Irmak Thomas Kramer Sankar Sen |
| Affiliation: | 1. School of Business Administration, University of Miami, United States;2. School of Business Administration, University of California, Riverside, United States;3. Department of Marketing and International Business, Zicklin School of Business, Baruch College, CUNY, United States |
| Abstract: | |
| Keywords: | Preference strength Cognitive dissonance Preliminary choices Motivated reasoning |