Do Consumers Overgeneralize One-Sided Comparative Price Claims, and Are More Stringent Regulations Needed?
| Year of publication: |
1996
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|---|---|
| Authors: | Pechmann, Cornelia |
| Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 33.1996, 2, p. 150-162
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