TY  - GEN
AU  - LANDWEHR, JAN R
AU  - WENTZEL, DANIEL
TI  - Product design for the long run: Consumer responses to typicla and atypical design at different stages of exposure
PY  - 2013///
KW  - MARKETING
N2  - Extant research on product design has suggested that a design's typically is an important determinant of consumers' aesthetic liking. Yet most studies to date have measured consumres' reactions to designs of varied typicality after a single exposure. In reality, however, consumers usually have multiple opportunities to observe a product before making a decision
ER  -