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Overchoice and Assortment Type: When and Why Variety Backfires

By: John T. Gourville and Dilip Soman
  • Format:Print
  • | Pages:14
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Citation

Gourville, John T., and Dilip Soman. "Overchoice and Assortment Type: When and Why Variety Backfires." Marketing Science 24, no. 3 (summer 2005): 382–395.

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John T. Gourville

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