What is it about?
The research wish to explore the relationship between cross channel free-riding, cognitive efforts, and post-purchase cognitive-dissonance, which is a sense of guilt that consumers may experience.
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This page is a summary of: Why do consumers free ride? Investigating the effects of cognitive effort on postpurchase dissonance, Journal of Consumer Marketing, May 2022, Emerald,
DOI: 10.1108/jcm-02-2021-4436.
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