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Li, Xiaolin ORCID: 0000-0002-0261-823X, Singh Rao, Raghunath, Narasimhan, Om
ORCID: 0000-0001-8027-8800 and Gao, Xing
(2022)
Stay positive or go negative? Memory imperfections and messaging strategy.
International Journal of Research in Marketing, 39 (4).
1127 - 1149.
ISSN 0167-8116