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Doyle, John R., O'Connor, Darren J., Reynolds, Gareth M. and Bottomley, Paul Andrew 1999. The robustness of the asymmetrically dominated effect: Buying frames, phantom alternatives, and in-store purchases. Psychology & Marketing 16 (3) , pp. 225-243. 10.1002/(SICI)1520-6793(199905)16:3<225::AID-MAR3>3.0.CO;2-X

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