HIGHLIGHTS
- who: Hong Li from the School of Business, University of International Business and Economics, Beijing, China, Department of Psychology have published the paper: Taking Decisions Too Seriously: Why Maximizers Often Get Mired in Choices, in the Journal: (JOURNAL)
- what: The authors propose that the perceived importance of a decision is a critical factor that can explain maximizers` preference for a large assortment size. Specifically, the authors focus on why maximizers are more attracted to retailers that offer larger assortments. The authors examined how maximizers and satisficers perceived the importance of decisions differently, used perceived importance . . .
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