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In this episode, we talk with Ganga Urumutta Hewage, a professor in the Marketing department about market research. Specifically, we discuss her recent article, "The Mysteries of Mystery Deals: The Roles of Purchase Type (Material vs. Experiential Purchases) and Excitement Neglect".
Ganga Urumutta Hewage
William Doughty, Adriana Minicapilli, and Ed Veras Martinez.
Number in Series
Douglas and Judith Krupp Library
market research; mystery deals; material purchases; experiential purchases; excitement neglect