| Original language | English |
|---|---|
| Publication status | Published - 2025 |
| Event | Association for Consumer Research (ACR) Conference - Duration: 20 Oct 2022 → … |
Conference
| Conference | Association for Consumer Research (ACR) Conference |
|---|---|
| Period | 20/10/22 → … |
The Intentional Failure Effect: How Brands Can Leverage Failure to Enhance Product Preference
- Lukas Maier
- , Sid Mookerjee
- , Taly Reich
Publication: Contribution to conference › Conference paper