Open UTDAcademic Journal Reviews
10.1509/jmr.10.0083
ArticleJournal of Marketing Research

It's Not Whether you Win or Lose, It's how you Play the Game? the Role of Process and Outcome in Experience Consumption

Xiaojing YangHuifang MaoLaura A. Peracchio
2012Volume 49 · Issue 6pp. 954-966
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