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His research focuses on using psychological principles, such as limited self-control and ability to process information, to investigate fundamental aspects about the formation of consumer preferences in order to understand consumer behavior in the marketplace. Over the years, he has addressed questions such as the following: how do consumers choose as the number of options multiply? How do people make tradeoffs between what’s fun and what’s practical? Can engaging in a selfless act lead to more selfish choices? Does making an initial purchase have an impact on their willingness to spend on additional purchase? His other research focuses on understanding consumer motivation to pursue their goals in various situations as well managing the simultaneous pursuit of multiple goals. In real-life situations, people hold several different, even conflicting goals that they intend to accomplish and his research explores the regulation of multiple goals in multiple goal systems. His work has been mentioned in Business Week, the New York Times, the Financial Times, the Wall Street Journal, the Economist, USA Today, and other popular media.
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Paul E. Stillman, Anna Gavrieli, Jane Upritchard,Chavanne Hanson, Treeny Ahmed, Jonathan Kaplan,Ravi Dhar,Michiel Bakker
Journal of the Association for Consumer Researchno. 3 (2023): 301-313
JOURNAL OF CONSUMER RESEARCHno. 4 (2021): 709-730
user-5dd528d2530c701191bf1b49(2021)
Journal of the Association for Consumer Researchno. 1 (2019): 2-4
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