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Prabhu, J., & Tellis, G. J. (2000). Do Consumers Ever Learn? Analysis of Segment Behavior in Experimental Markets. Journal of Behavioral Decision Making, 13, 19-34.
https://doi.org/10.1002/(sici)1099-0771(200001/03)13:1<19::aid-bdm334>3.0.co;2-z

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