Wittich, Julia Sophia; Landwehr, Jan R.; Wentzel, Daniel - In: Marketing Letters 34 (2023) 2, pp. 343-349
A recent article by He, Melumad, and Pham (Journal of Consumer Research 46(3):545–563, 4 ) showed that consumers experienced greater enjoyment when they were asked to perform an evaluative task relative to a non-evaluative task. In this research, we intend to replicate this finding and to...