Affiliation:
1. Assistant Professor of Marketing, Temple University.
Abstract
Circumstances, contexts, or situations are often cited but rarely examined as explanations for unpredicted behaviors. This article reports an exploration of the amounts and patterns of variance in selected purchase decisions as a function of consumption and purchase contexts. Results for the two product categories studied reveal sizable situational effects.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
162 articles.
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