The effect of shipping fee structure on consumers’ online evaluations and choice

The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.

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Reuben M. Baron, David A. Kenny · Journal of Personality and Social Psychology · 1986 · 70.7K citations

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Norm theory: Comparing reality to its alternatives.

Daniel Kahneman, Dale T. Miller · Psychological Review · 1986 · 3.1K citations

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Consumer Reactions to Product Failure: An Attributional Approach

Valerie S. Folkes · Journal of Consumer Research · 1984 · 1.3K citations

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Attributional Thoughts about Consumer Behavior

Bernard Weiner · Journal of Consumer Research · 2000 · 870 citations

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