Yang, Haiyang; Carmon, Ziv; Simonson, Itamar - In: Continuing to broaden the marketing concept, (pp. 171-192). 2020
People invest much time and money in consuming knowledge. We argue that people systematically vary in the types of knowledge they prefer to know and that such preferences can have broad implications for consumer behavior. We illustrate this in the context of the preference for practical versus...
