If it tastes bad it must be good: Consumer naïve theories and the marketing placebo effect

WRIGHT, SCOTT A.DA COSTA HERNANDEZ, JOSÉ MAUROSUNDAR, APARNADINSMORE, JOHNKARDES, FRANK R.2019-08-202019-08-202013WRIGHT, SCOTT A.; DA COSTA HERNANDEZ, JOSÉ MAURO; SUNDAR, APARNA; DINSMORE, JOHN; KARDES, FRANK R.. If it tastes bad it must be good: Consumer naïve theories and the marketing placebo effect. International Journal of Research in Marketing, v. 30, n. 2, p. 197-198, 2013.0167-8116https://repositorio.fei.edu.br/handle/FEI/2623Acesso RestritoIf it tastes bad it must be good: Consumer naïve theories and the marketing placebo effectArtigo10.1016/j.ijresmar.2012.11.002