Journal of Business Research · 2002 · 97 citations · 69 references
BusinessMarketingMarketing ManagementBusiness EthicsEthicsMarketing StrategyEthical Business PracticesMarketing EthicsMoral PhilosophyResponsible MarketingSales EthicsEthical Decision-making In SalesEthical MarketingEthical Sales LeadershipSales Force Ethics
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Prospect Theory: An Analysis of Decision under Risk
Daniel Kahneman, Amos Tversky · Econometrica · 1979 · 47K citations
The Framing of Decisions and the Psychology of Choice
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