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Peter, Samuelsson ; Roopali, Bhatnagar ; Sylvie, Borau ; Tobias, Otterbring. (2021) Positive gender congruency effects on shopper responses: Field evidence from a gender egalitarian culture.
In: Journal of Retailing and Consumer Services. RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921003040.

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cites:

Song, H. ; Schwarz, N. If it's difficult to pronounce, it must be risky: fluency, familiarity, and risk perception. 2009 Psychol. Sci.. 20 135-138

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