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Raimondi and Gupta (2018a, September 23). Reconciling contradicting facts by instituting a "hierarchy of truth" to bust myths. ANA - ESOMAR. Retrieved September 27, 2024, from
Ling, Singh and Gupta (2009a, March 04). If the consumer is not a moron, could the shopper be?. ANA - ESOMAR. Retrieved September 27, 2024, from
https://ana.esomar.org/documents/if-the-consumer-is-not-a-moron-could-the-shopper-be-