Ghosh Chowdhury, Tilottama; Murshed, Feisal; Khare, Adwait - In: Journal of Consumer Marketing 35 (2018) 1, pp. 1-10
Purpose: The purpose of this study is to propose that high categorization flexibility’s positive influence on hedonic or affect-laden choice is attenuated by conservation and nutrition mind-sets. Further, categorization flexibility can also promote utilitarian or cognitively superior...