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140 | יוסי יסעור 9 בראשית לב, יד - יז . . Thaler, R . H . ( 1985 ) . Mental Accounting and Consumer Choice 10 Marketing Science 4, pp . 199 - 214 . Thaler, R . ( 1980 ) . Toward a Positive Theory of Consumer 11 Choice . Journal of Economic Behavior and Organization 39, pp . 36 - 90 . Teger, A . I . ( 1980 ) . Too Much Invested to Quit . Pergamon . 12 Norton, M . I . , Mochon, D . , & Ariely, D . ( 2012 ) . The IKEA 13 Effect : When Labor Leads to Love . Journal of Consumer Psy - chology 22, pp . 453 - 460 . http : / / pub . ruppin . ac . il / yassour / presentations / videos / IKEA . 14 wmv Kruger, J . , Wirtz, D . , Van Boven, L . , & Altermatt, T . W . ( 2004 ) . 15 The Effort Heuristic . Journal of Experimental Social Psychol - ogy 40 ( 1 ) , pp . 91 - 98 . Hammond, J . S . ( 1967 ) . Better Decisions with Preference 16 Theory . Harvard Business Review 45 ( 6 ) , pp . 123 - 141 . Shampanier, K . , Mazar, N . , & Ariely, D . ( 2007 ) . How Small is 17 Zero Price ? The True Value of F...  To the book
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