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The Nature and Uses of Expectancy-Value Models in Consumer Attitude Research

Joel B. Cohen, Martin Fishbein and Olli T. Ahtola
Journal of Marketing Research
Vol. 9, No. 4 (Nov., 1972), pp. 456-460
DOI: 10.2307/3149317
Stable URL: http://www.jstor.org/stable/3149317
Page Count: 5
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The Nature and Uses of Expectancy-Value Models in Consumer Attitude Research
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