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Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
Published on: September 27, 2019
Christopher K Hsee1, Jiao Zhang2
1Booth School of Business, University of Chicago, Chicago, IL.
People’s sensitivity to value changes varies. Our general evaluability theory (GET) explains when individuals are value sensitive and when they mispredict this sensitivity, unifying findings across psychology and economics.
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