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Causes of Customers’ Cognitive Dissonance and Product Return Frequency: A Malaysian Packaged Food Context
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References

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  • 1957A Theory of Cognitive Dissonance24,224 cited
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  • 2000Opportunism in Interfirm Relationships: Forms, Outcomes, and Solutions

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1,406 cited
  • 1994On the motivational nature of cognitive dissonance: Dissonance as psychological discomfort.1,288 cited
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