Speaking to the mind or the heart: effects of matching...

Speaking to the mind or the heart: effects of matching hedonic versus utilitarian arguments and products

Klein, Kristina, Melnyk, Valentyna
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Volume:
27
Language:
english
Journal:
Marketing Letters
DOI:
10.1007/s11002-014-9320-3
Date:
March, 2016
File:
PDF, 532 KB
english, 2016
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