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Miniature of Altering Experienced Utility by Incidental Affect: The Interplay of Valence and Arousal in Incidental Affect Infusion Processes
Altering Experienced Utility by Incidental Affect: The Interplay of Valence and Arousal in Incidental Affect Infusion Processes
  • GSB Authors: Baba Shiv
  • Date: 2023-04-27
  • Publication Type: Articles
  • Publication: Emotion
Miniature of Cost Conscious? The Neural and Behavioral Impact of Price Primacy on Decision Making
Cost Conscious? The Neural and Behavioral Impact of Price Primacy on Decision Making
  • GSB Authors: Baba Shiv
  • Date: 2019-03-01
  • Publication Type: Articles
  • Publication: Journal of Marketing Research
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