Category Archives: consumer behavior

{FD} Too Macho for the Middle? Why Guys Don’t Compromise

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Imagine you and your romantic partner are purchasing a new car together. You both prioritize safety and fuel efficiency, and you’ve identified 3 cars that you mutually like. The first car is extremely fuel-efficient. The second has superior saf… Continue reading

Posted in compromise, consumer behavior, decision making, gender roles, Research Spotlight | Comments Off on {FD} Too Macho for the Middle? Why Guys Don’t Compromise