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Keywords: Optimistic estimation
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2020) 32 (4): 879–898.
Published: 11 December 2019
... in the promotion stage, which has not been sufficiently explored. Further, optimistic estimation (OE) is examined as an underlying mechanism of the uncertain reward effect, as well as the impact of combining this with other marketing strategies: the controllable lottery and the delayed reward. Design...
