Purpose – The purpose of this paper is to examine the cross‐cultural generalization of the effect of option choice framing on product option choices and other managerial and psychological variables. Design/methodology/approach – The experiment employs 124 Singaporean and 96 Thai working...

Purpose – The purpose of this paper is to examine the effect of option choice reversibility on the number of options chosen, total spending, and upset/regret from actions/inaction, using 124 Singaporean adults. Design/methodology/approach – The experiment employs two levels of option choice...