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Journal Article Can Consumers Calculate Best Buys? Get access Noel Capon, Noel Capon Search for other works by this author on: Oxford Academic PubMed Google Scholar Deanna Kuhn Deanna Kuhn Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 8, Issue 4, March 1982, Pages 449–453, https://doi.org/10.1086/208885 Published: 01 March 1982 Article history Received: 01 February 1979 Revision received: 01 July 1981 Published: 01 March 1982
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Capon et al. (1982) studied this question.
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