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Recent research is exploring the case for cognitive or post-decision dissonance using the free-choice paradigm of Brehm (1956). Participants are repeatedly faced with a choice between items that they have given the same rating of liking, two items at a time, and it is found that items not chosen...
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Recent research is exploring the case for cognitive or post-decision dissonance using the free-choice paradigm of Brehm (1956). Participants are repeatedly faced with a choice between items that they have given the same rating of liking, two items at a time, and it is found that items not chosen...
Persistent link: https://www.econbiz.de/10003872489
This handbook contains a series of original contributions in which top researchers in each area provide a succinct review of theory and research studies in consumer psychology and marketing, advertising and consumer behaviour
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