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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
The Jilting Effect: Antecedents, Mechanisms, and Consequences for Preference
- GSB Authors: Baba Shiv
- Date: 2017-10-01
- Publication Type: Articles
- Publication: Journal of Marketing Research
Vices and Virtues of Misguided Replications: The Case of Asymmetric Dominance
- GSB Authors: Itamar Simonson
- Date: 2014-08-01
- Publication Type: Articles
- Publication: Journal of Marketing Research
Prominence Versus Dominance: How Relationships Between Alternatives Drive Decision Strategy and Choice
- GSB Authors: Jonathan Levav
- Date: 2013-12-01
- Publication Type: Articles
- Publication: Journal of Marketing Research