Serendipity: Chance Encounters in the Marketplace Enhance Consumer Satisfaction

Despite evidence that consumers appreciate freedom of choice, they also enjoy recommendation systems, subscription services, and marketplace encounters that seemingly occur by chance. This article proposes that enjoyment can, in some contexts, be higher than that in contexts involving choice. This o...

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Veröffentlicht in:Journal of marketing 2021-07, Vol.85 (4), p.141-157
Hauptverfasser: Kim, Aekyoung, Affonso, Felipe M., Laran, Juliano, Durante, Kristina M.
Format: Artikel
Sprache:eng
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