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Sequential Choice in Group Settings: Taking the Road Less Traveled and Less Enjoyed

JOURNAL OF CONSUMER RESEARCH, no. 3 (2010): 279-290

Cited: 539|Views12
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Many individual decisions take place in a group context wherein group members voice their choices sequentially. In this article we examine the impact of this dynamic decision process on individuals' choices and satisfaction with their outcomes. We propose that choices reflect a balancing of two classes of goals: goals that are strictly in...More

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