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Integrating Routine, Variety Seeking and Compensatory Choice in a Utility Maximizing Framework
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Adamowicz, Wiktor, Swait, Joffre
Given the large number of choices that consumers make each day it seems likely that they will generally adopt decision strategies that minimize cognitive effort, particularly with low price products such as most items found in a supermarket. One such strategy may be to simply choose what has been...
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