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.

hdl.handle.net/1765/93043
RSM Discovery Magazine Collection
RSM Discovery - Management Knowledge
Rotterdam School of Management (RSM), Erasmus University

Mead, N.L. (2016). The taming of desire: lessons in consumer welfare. RSM Discovery - Management Knowledge, 25(1), 14–16. Retrieved from http://hdl.handle.net/1765/93043