Journal Article Choosing to Avoid: Coping with Negatively Emotion-Laden Consumer Decisions Get access Mary Frances Luce Mary Frances Luce Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 24, Issue 4, March 1998, Pages 409–433, https://doi.org/10.1086/209518 Published: 01 March 1998 Article history Received: 01 January 1996 Revision received: 01 June 1997 Published: 01 March 1998
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Mary Frances Luce (1998) studied this question.
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