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December 14, 2004Journal of Marketing

The Concept of Hope and its Relevance to Product Evaluation and Choice

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Authors

DMDeborah J. MacInnisUniversity of Southern CaliforniaGMGustavo E. de MelloUniversity of Southern California

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MacInnis et al. (2004) studied this question.

synapsesocial.com/papers/6a0fe3d84fb650da4ffe9f37https://doi.org/10.1509/jmkg.69.1.1.55513
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