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Consumer Mental Accounts and Implications to Selling Base Products and Add-ons The implications of mental accounting biases on the pricing and development decisions of firms that sell base product and add-on pairs are examined / Erat, S.; Bhaskaran, S.R. / Institute for operations research and the managemet sciences(INFORMS) / Marketing science:the marketing journal of TIMS/ORSA / 801-818 / 2012
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