The helpful comments of Jeanne Brett, Robert B. Duncan, Jane Dutton, Daniel C. Feldman, Douglas T. Hall, Joseph Moag, Lynn W. Phillips, and Lance Sandelands are gratefully acknowledged. This research was supported by grants from the Marketing Science Institute of Cambridge, Massachusetts, and the Northwestern University Research Committee, and by the Consumer Reporting Agencies in which the study was conducted.
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Dewar et al. (1979) studied this question.
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