Jeffrey K. Lee

American University - Kogod School of Business

4400 Massachusetts Avenue NW

Washington, DC 20816-8044

United States

  • American University - Kogod School of Business

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Scholarly Papers (1)

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Reversing the Placebo: Performance-Branded Experiences Can Undermine Consumer Performance

Forthcoming, Journal of Consumer Psychology
Number of pages: 58 Posted: 31 Jul 2019 Last Revised: 14 Oct 2019
Sachin Banker, Renee Gosline and Jeffrey K. Lee
University of Utah - David Eccles School of Business, Massachusetts Institute of Technology (MIT) - Sloan School of Management and American University - Kogod School of Business
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Abstract:

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marketing placebo, branding, experiential products, co-creation, brand relationships