Harvard Business School9 年
Payment Depreciation: The Behavioral Effects of Temporally Separating Payments from Consumption
Gourville, J. T., and Dilip Soman. "Payment Depreciation: The Behavioral Effects of Temporally Separating Payments from Consumption." Journal of Consumer Research 25, no. 2 (September 1998): 160–174.
Harvard Business School7 年
Overchoice and Assortment Type: When and Why Variety Backfires
Gourville, John T., and Dilip Soman. "Overchoice and Assortment Type: When and Why Variety Backfires." Marketing Science 24, no. 3 (summer 2005): 382–395.