Browsing Journal Articles by Author "Jerome J, Tobacyk"
Now showing items 1-1 of 1
-
The myth of consumer sovereignty: an exploratory study
Jerome J, Tobacyk; Sharma, Dheeraj (Westburn Publishers Ltd, 2015)This paper discusses the myth of consumer sovereignty (CS). In doing so, the paper examines how marketers impose further constraints on the already bounded rationality of consumers. The purpose of this paper is multifold: ...