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Citation: Gj. Fitzsimons et B. Shiv, Nonconscious and contaminative effects of hypothetical questions on subsequent decision making, J CONSUM R, 28(2), 2001, pp. 224-238

Authors: Shiv, B Huber, J

Citation: B. Shiv et J. Huber, The impact of anticipating satisfaction on consumer choice, J CONSUM R, 27(2), 2000, pp. 202-216

Authors: Shiv, B Fedorikhin, A

Citation: B. Shiv et A. Fedorikhin, Heart and mind in conflict: The interplay of affect and cognition in consumer decision making, J CONSUM R, 26(3), 1999, pp. 278-292