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The effect of hedonic and utilitarian verbal descriptions and pictures on willingness to try an innovation : do emotions matter?
Chaudhuri, Arjun
;
Micu, Camelia Codruta
- In:
Journal of marketing communications
20
(
2014
)
5
,
pp. 307-324
Persistent link: https://www.econbiz.de/10010423026
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