It's Not Whether You Win or Lose, It's How You Play the Game? The Role of Process and Outcome in Experience Consumption (vol 49,, pg 954, 2012)

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Yang, Xiaojing
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JOURNAL OF MARKETING RESEARCH | 2013年 / 50卷 / 01期
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[1]   It's Not Whether You Win or Lose, It's How You Play the Game? The Role of Process and Outcome in Experience Consumption [J].
Yang, Xiaojing ;
Mao, Huifang ;
Peracchio, Laura A. .
JOURNAL OF MARKETING RESEARCH, 2012, 49 (06) :954-966
1