Open UTDAcademic Journal Reviews
10.1509/jmkr.48.spl.s138
ArticleJournal of Marketing Research

Tell Me a Good Story and I May Lend you Money: The Role of Narratives in Peer-to-Peer Lending Decisions

Michal HerzensteinScott SonensheinUtpal M. Dholakia
2011Volume 48 · Issue SPL
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