Authors: Wang, Yanwen Lewis, Michael Singh, Vishal

Citation: Wang, Yanwen et al., The Unintended Consequences of Countermarketing Strategies: How Particular Antismoking Measures May Shift Consumers to More Dangerous Cigarettes, Marketing science , 35(1), 2016, pp. 55-72

Authors: Wang, Yanwen Lewis, Michael Cryder, Cynthia Sprigg, Jim

Citation: Wang, Yanwen et al., Enduring Effects of Goal Achievement and Failure Within Customer Loyalty Programs: A Large-Scale Field Experiment, Marketing science , 35(4), 2016, pp. 565-575