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Submitted on: 08 July 2010.
Revised on: 30 July 2010.
Accepted on: 04 September 2010.
___________________JOURNAL OF CONSUMER RESEARCH---OXFORD UNIV PRESS INC
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Submitted on: 26 October 2004.
Revised on: 24 December 2004.
Accepted on: 16 February 2005.
___________________JOURNAL OF CONSUMER RESEARCH---OXFORD UNIV PRESS INC
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