Consumer Mental Accounts and Implications to Selling Base Products and Add-ons

Sanjiv Erat, Sreekumar R. Bhaskaran. Consumer Mental Accounts and Implications to Selling Base Products and Add-ons. Marketing Science, 31(5):801-818, 2012. [doi]

Authors

Sanjiv Erat

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Sreekumar R. Bhaskaran

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