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Citation: Wadhwa, Monica et al., Unexpected-Framing Effect: Impact of Framing a Product Benefit as Unexpected on Product Desire, Journal of consumer research JCR;Consumer research , 46(2), 2019, pp. 223-245

Authors: Seiler, Stephan Yao, Song Wang, Wenbo

Citation: Seiler, Stephan et al., Does Online Word of Mouth Increase Demand? (And How?) Evidence from a Natural Experiment, Marketing science , 36(6), 2017, pp. 836-861