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Once burned, twice shy 

, In: Journal of marketing research / American Marketing Association
how naive learning, counterfactuals, and regret affect the ... 
Strahilevitz, Michal Ann. (2011)  - p. 102-120
Exemplar:  Zentrale:E02 z bwl 419 jc/085; Zentrale:Magazin Zs fb 4085