Compromise and Attraction Effects under Prevention and Promotion Motivations

Journal of Consumer Research - Tập 34 Số 2 - Trang 234-247 - 2007
Mehdi Mourali1, Ulf Böckenholt2, Michel Laroche3
1Whittemore School of Business and Economics, University of New Hampshire, Durham, NH, US
2Faculty of Management, McGill University, Montreal, PQ Canada
3John Molson School of Business, Concordia University, Montreal, PQ, Canada

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