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1 Thaler, "Toward a Positive Theory of Consumer Choice" 1 : 39-60, 1980
2 George Loewenstein, "The Red and the Black:Mental Accounting of Saving and Debt" 17 (17): 4-28, 1998
3 Weber, M.(, "The Protestant Ethnic and the Spirit of Capitalism" 1998
4 _, "The Experimental Aspects of Consumption Consumer Fantasies Journal of Consumer Research" 132-140, 1982
5 Strahilevitz, Michal, "The Effect of Ownership History on the Valuation of Objects" 25 : 276-289, 1998
6 Levy, "Symbolic Analysis of Companies University of Pittsburgh" 1959
7 Holbrook, "Some Preliminary Notes on Research in Consumer Esthetics in Advances in Consumer Research Association for Consumer Research" 1980
8 "Self- Control for the Righteous: Toward a Theory of Precommitment to Indulgence" 199-217, 2002b
9 and Michal Strahilevitz, "Probability and Mode of Acquisition Effects on Choices between Hedonic and Utilitarian Options" 12 (12): 37-49, 2001
10 Drazen, "Preferences or Principles Alternative Guidelines for Choice" MIT Press 319-340, 1991
11 Barzerman, Max H, "Negotiating with yourself and Losing: Understanding and Managing Conflicting Internal Preferences" 23 : 225-41, 1998
12 _, "Mental Accounting and Consumer Choice" 4 (4): 199-214, 1985
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21 Amos, "Contingent Weighting in Judgment and Choice" 371-384, 1988
22 Kahn,Barbara E, "Consumer Multi-attribute Judgments under Attribute-Weight Uncertainty" 17 (17): 508-22, 1991
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