How Gratitude Motivates the Desire for Simplicity in Consumer Choice

HE, Dongjin (PI)
JIANG, Yuwei (CoI)

Department of Marketing and International Business

1 Journal Article (refereed)

1 results

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2022
Hiding in the Crowd: Secrecy Compels Consumer Conformity
HE, D., JIANG, Y. & GORN, G. J., Apr 2022, In: Journal of Consumer Research. 48, 6, p. 1032–1049 18 p.
Research output: Journal Publications › Journal Article (refereed) › peer-review

Open Access
8 Citations (Scopus)