Opportunity Cost Neglect
To properly consider the opportunity costs of a purchase, consumers must actively generate the alternatives that it would displace. The current research suggests that consumers often fail to do so. Even under conditions promoting cognitive effort, various cues to consider opportunity costs reduce pu...
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| Main Authors: | , , , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2009
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/1295 https://ink.library.smu.edu.sg/context/lkcsb_research/article/2294/viewcontent/WangJ2009OpportunityCost.pdf |
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| Institution: | Singapore Management University |
| Language: | English |