Do We Judge a Book by its Cover and a Product by its Package? How Affective Expectations are Contrasted and Assimilated into the Consumption Experience

Citation:

Sharon Horsky and Honea, Heather . 2009. “Do We Judge A Book By Its Cover And A Product By Its Package? How Affective Expectations Are Contrasted And Assimilated Into The Consumption Experience”. Advances In Consumer Research, 36 . Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pp. 699-700. http://www.acrwebsite.org/volumes/v36/NAACR_vol36_193.pdf.