Gizzi, Virginia (A.A. 2020/2021) Paradox of choice in online shopping: investigating the effects of processing fluency and product typology. Tesi di Laurea in Neuromarketing, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 57. [Master's Degree Thesis]

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Abstract/Index

Overview of the study & research objectives. Theoretical background. The psychology of choice. The paradox of choice. Processing fluency. The difference between hedonic and utilitarian products. Hypotheses development. The mediating effect of processing fluency. The double moderating effect of hedonic and utilitarian products. Research question. Research methodology. Experimental design. Questionnaire structure. Data analysis & results. Discussion. Theoretical contributions. Managerial implications. Limitations and gap for future research.

References

Bibliografia: pp. 33-35. Sitografia: p. 36.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair:	Neuromarketing
Thesis Supervisor:	Pozharliev, Rumen Ivaylov
Thesis Co-Supervisor:	Querci, Ilaria
Academic Year:	2020/2021
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	03 May 2022 13:10
Last Modified:	03 May 2022 13:10
URI:	https://tesi.luiss.it/id/eprint/32164

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