Submitted on: 14 December 2008.
Revised on: 14 February 2009.
Accepted on: 12 April 2009.
___________________Journal of the Association for Consumer Research
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Submitted on: 30 April 2001.
Revised on: 25 May 2001.
Accepted on: 20 June 2001.
___________________Journal of the Association for Consumer Research
Submitted on: 17 April 2006.
Revised on: 31 July 2006.
Accepted on: 09 September 2006.
___________________Journal of the Association for Consumer Research
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