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When Opposites Detract: Categorical Reasoning and Subtractive Valuations of Product Combinations, Journal of Consumer Research
Aaron Brough, Alexander Chernev
Brough, Aaron, and Alexander Chernev. 2012. When Opposites Detract: Categorical Reasoning and Subtractive Valuations of Product Combinations. Journal of Consumer Research. 39: 399-414.
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