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MentalAccountingandConsumerChoice(MentalAccountingandConsumerChoice).pdf

MentalAccountingandConsumerChoice(MentalAccountingandConsumerChoice)

informs ® Vol. 27, No. 1, January–February 2008, pp. 15–25 issn 0732-2399 eissn 1526-548X 08 2701 0015 doi 10.1287/mksc.1070.0330 © 2008 INFORMS

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