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	year = {2010},
	month = {2010},
	pages = {65-85},
	keywords = {Marketing},
	author = {Montoya,Mitzi and Massey,A. P. and Khatri,V.}
}
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	journal = {Decision Sciences},
	volume = {38},
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	month = {2007},
	pages = {277-308},
	keywords = {Marketing},
	author = {Massey,A. P. and Khatri,V. and Montoya,Mitzi}
}