Target the Ego or Target the Group: Evidence from a Randomized Experiment in Proactive Churn Management

• Miguel Godinho de Matos

  Corresponding Author

  Miguel Godinho de Matos

  http://orcid.org/0000-0002-6333-2753

  Católica Lisbon School of Business and Economics, 1649-023 Lisbon, Portugal;

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• Pedro Ferreira

  Pedro Ferreira

  http://orcid.org/0000-0002-9436-9436

  Heinz College and Department of Engineering and Public Policy, Carnegie Mellon University, Pittsburgh, Pennsylvania 15213;

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  ,
• Rodrigo Belo

  Rodrigo Belo

  https://orcid.org/0000-0001-6839-5086

  Rotterdam School of Management, Erasmus University, 3062 PA Rotterdam, Zuid-Holland, Netherlands

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