Comparing Apples to Apples or Apples to Oranges: The Role of Mental Representation in Choice Difficulty
| Year of publication: |
2013
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|---|---|
| Authors: | Cho, Eunice Kim ; Khan, Uzma ; Dhar, Ravi |
| Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 50.2013, 4, p. 505-516
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