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