Research

Outwitting the Rational Mind: How Effortful Thinking Influences Price Cognition

Journal Article
Coauthor(s)

Hossain, Mehdi T. and Zhiyong Yang

Publication Date

2019

Journal/Publisher

Journal of Behavioral Decision Making

Dr. Zhiyong Yang

Professor and Department Head

Department of Marketing, Entrepreneurship, Hospitality & Tourism z_yang4@uncg.edu 336-334-3763