Authors: Noseworthy, Theodore J Murray, Kyle B Di Muro, Fabrizio

Citation: J. Noseworthy, Theodore et al., When Two Wrongs Make a Right: Using Conjunctive Enablers to Enhance Evaluations for Extremely Incongruent New Products, Journal of consumer research JCR;Consumer research , 44(6), 2018, pp. 1379-1396