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When Two Wrongs Make a Right: Using Conjunctive Enablers to Enhance Evaluations for Extremely Incongruent New Products
Noseworthy, Theodore J, Murray, Kyle B, Di Muro, FabrizioLanguage:
english
Journal:
Journal of Consumer Research
DOI:
10.1093/jcr/ucx106
Date:
October, 2017
File:
PDF, 446 KB
english, 2017