When More Alternatives Lead to Less Choice

  • Authors:
  • Dmitri Kuksov;J. Miguel Villas-Boas

  • Affiliations:
  • Washington University in St. Louis, St. Louis, Missouri 63130;Haas School of Business, University of California, Berkeley, Berkeley, California 94720

  • Venue:
  • Marketing Science
  • Year:
  • 2010

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