Browsing Business administration by Subject "implicit theories; loyalty programs; marketing communications; maximizing versus satisficing orientations; outcome focused; process focused"
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Means versus Ends: The Roles of Implicit Theories and Maximizing versus Satisficing Orientations in Consumer Evaluations (2013-07-25)This dissertation consists of two essays. The first essay investigates how consumers' implicit theories influence their sensitivity to reward points. This paper demonstrates that consumers' susceptibility to reward points ...