Decisions we make in our lives often lead us down a path. Picking a place to live, a partner to live with, a major in high-school, a subject of study or an area for job training are good examples. These watershed decisions do not come easy and we are uncertain about quality and outcome of our options. With limited time, choices, and resources on our hands we make these complex decisions both under social influence and influenced by expectations based on our past experience. When we evaluate them afterwards, we at times regret the path chosen and consider other paths.
KeywordsSwitching Cost Path Dependence Relationship Marketing Consumption Process Clear Model
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