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Extremeness Seeking: When and Why Consumers Prefer the Extremes

By: John T. Gourville and Dilip Soman
  • Format:Print
  • | Language:English
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Citation

Gourville, John T., and Dilip Soman. "Extremeness Seeking: When and Why Consumers Prefer the Extremes." Harvard Business School Working Paper, No. 07-092, May 2007.

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John T. Gourville

Marketing
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