It sounds like a paradox, but allowing your customers to manage their desire for your products could make for happier customers in the long run. This is a key finding of newly published research into consumer behaviour and which has important implications for marketers responsible for relationship building with online customers.

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Persistent URL
Series RSM Discovery Magazine Collection
Journal RSM Discovery - Management Knowledge
Mead, N.L. (2016). The taming of desire: lessons in consumer welfare. RSM Discovery - Management Knowledge, 25(1), 14–16. Retrieved from