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9The Basic Theory of Cognitive Dissonance, of Which Postpurchase Dissonance is a Subset, is presented in L Festinger, A Theory of Cognitive Dissonance (Stanford, CA.: Stanford University Press,1957).
10Zeithaml, V A . Consumer Perceptions of Price,Quality, and Value: A Means-end Model and Synthesis of Evidence. Journal of Maketing, Vol.52, July 1988, 2-21.
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