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    المصدر: Journal of Consumer Research, 2012 Jun 01. 39(1), 142-156.

    Relation: Andrew W. Perkins ( aperkins@ivey.uwo.ca ) is assistant professor of marketing, Richard Ivey School of Business, University of Western Ontario, London, ON N6A 3K7, Canada. Mark R. Forehand ( forehand@uw.edu ) is Pigott Family Associate Professor of Marketing, University of Washington, Seattle, WA 98195. Correspondence: Andrew Perkins. Contribution to this article was equal, and order of authorship is reverse alphabetical. The authors acknowledge the helpful input of the editor, associate editor, and reviewers and would like to thank Bertram Gawronski for additional comments. John Deighton served as editor and Stijn van Osselaer served as associate editor for this article.