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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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PubType: Academic Journal
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  Data: 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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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing+Research+%28JMR%29%22">Journal of Marketing Research (JMR)</searchLink>. Feb2026, Vol. 63 Issue 1, p127-148. 22p.
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        Value: 10.1177/00222437251361007
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      – Code: eng
        Text: English
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        PageCount: 22
        StartPage: 127
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      – TitleFull: 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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            NameFull: Kwon, Theresa A.
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            NameFull: Liu, Peggy J.
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              Text: Feb2026
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              Y: 2026
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