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It Takes One to Buy but Two to Say Goodbye: Asymmetrical Preference for Others' Involvement in Product Decisions Across the Customer Journey.

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Title: It Takes One to Buy but Two to Say Goodbye: Asymmetrical Preference for Others' Involvement in Product Decisions Across the Customer Journey.
Authors: Kwon, Theresa A. (AUTHOR) theresa.kwon@hku.hk, Liu, Peggy J. (AUTHOR), Haws, Kelly L. (AUTHOR)
Source: Journal of Marketing Research (JMR). Feb2026, Vol. 63 Issue 1, p127-148. 22p.
Database: Business Source Ultimate
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ISSN:00222437
DOI:10.1177/00222437251361007