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When one desires too much of a good thing: The compromise effect under maximizing tendencies |
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| Authors: | Wen Mao |
| Institution: | The Marketing Division, School of Business, Southwestern University of Finance and Economics (Liulin Campus), No. 555 Liutai Dadao, Chengdu, Sichuan 611130, PR China |
| Abstract: | |
| Keywords: | Maximizing Satisficing Compromise effect Compensatory processing Consumer choice |