When Three Charms but Four Alarms: Identifying the Optimal Number of Claims in Persuasion Settings.
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| Title: | When Three Charms but Four Alarms: Identifying the Optimal Number of Claims in Persuasion Settings. |
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| Authors: | Shu, Suzanne B.1 suzanne.shu@anderson.ucla.edu, Carlson, Kurt A.2 kc377@georgetown.edu |
| Source: | Journal of Marketing. Jan2014, Vol. 78 Issue 1, p127-139. 13p. |
| Database: | Business Source Ultimate |
| ISSN: | 00222429 |
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| DOI: | 10.1509/jm.11.0504 |
