When Desire Conflicts with Willpower: The Role of Justification in a Theory of Unintended Purchase

V. Johar Gita, Anirban Mukhopadhyay

Research output: Contribution to conferenceConference Paper

Original languageEnglish
Publication statusPublished - 2003
EventAnnual Conference of the Association for Consumer Research, Toronto ON -
Duration: 1 Jan 20031 Jan 2003

Conference

ConferenceAnnual Conference of the Association for Consumer Research, Toronto ON
Period1/01/031/01/03

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