Browsing Working Papers by Author "Nanarpuzha, Rajesh"
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Modeling situational factors in variety seeking behaviour: an extension of the lightning bolt model
Nanarpuzha, Rajesh (Indian Institute of Management Ahmedabad, 2013)Variety seeking behavior and its corollary, purchase reinforcement have been looked at from diverse viewpoints in marketing literature. One specific viewpoint has involved looking at the effects of variety seeking behavior ...