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EXPRESS: Why are products so similar despite diverse consumer needs? The interplay between advertising and horizontal product differentiation

Year: 2026

Type: article

Source: Journal of Marketing Research

DOI: 10.1177/00222437261500395

Authors: Amit Pazgal, David Soberman, Raphael Thomadsen

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7222569592

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