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Krohmer, Harley; Zhang, Z. John; Hofstetter, Reto; Miller, Klaus (2011). How Should Consumers’ Willingness to Pay Be Measured? An Empirical Comparison of State-of-the-Art Approaches. Journal of Marketing Research, 48(1), pp. 172-184. American Marketing Association 10.1509/jmkr.48.1.172
Messner, Claude; Vosgerau, Joachim (2010). Cognitive inertia and the implicit association test. Journal of Marketing Research, 47(2), pp. 374-386. American Marketing Association 10.1509/jmkr.47.2.374
