On the significance of statistically insignificant results in consumer behavior experiments
Crossref DOI link: https://doi.org/10.1007/s11747-017-0528-7
Published Online: 2017-03-29
Published Print: 2018-01
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Peterson, Robert A.
Umesh, U. N.
License valid from 2017-03-29
