What is it about?
This research establishes that large choice sets activate low level mental construals, which associate with a feasibility mindset that ultimately makes consumers more likely to choose an affordable product over a well-designed one.
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This page is a summary of: Feasible versus desirable market offerings: the role of choice set size, European Journal of Marketing, October 2022, Emerald,
DOI: 10.1108/ejm-10-2020-0786.
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