The Role of Purchase Quantity in Assortment Choice: The Quantity- Matching Heuristic
نویسنده
چکیده
Vol. XLV (April 2008), 171–181 171 © 2008, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Alexander Chernev is Associate Professor of Marketing, Kellogg School of Management, Northwestern University (e-mail: ach@ northwestern.edu). The author thanks the anonymous JMR reviewers for their constructive comments. Ravi Dhar served as associate editor for this article. ALEXANDER CHERNEV*
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