Byun, Kate Jeonghee - In: European Journal of Marketing 58 (2024) 11, pp. 2426-2444
goal proximity (i.e. proximal vs distal goals) influence consumer purchase decisions. Design/methodology/approach Study 1 … included four laboratory experiments and examined the moderating role of goal proximity in temporal payment framing. Study 2 … framing. This effect became less pronounced when goal proximity was coupled with temporal payment framing. If products or …
