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WHY DOMINANT COMPANIES ARE VULNERABLE - Recent research suggests that, as consumers feel that their choices are restricted, many respond by turning away from the market leader.
Murray, Kyle B, (2012)
Why Didn't I Think of That? Self-Regulation Through Selective Information Processing
Trudel, Remi, (2011)
An Arousal Regulation Explanation of Mood Effects on Consumer Choice
Muro, Fabrizio Di, (2012)