The Good-on-Paper Effect: How the Decision Context Influences Virtuous Behavior
Published Online:4 Feb 2022https://doi.org/10.1287/mksc.2021.1347
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Volume 41, Issue 5
September-October 2022
Pages 871-1027, ii
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- Received:February 02, 2021
- Accepted:December 02, 2021
- Published Online:February 04, 2022
Copyright © 2022, INFORMS
Cite as
Maferima Touré-Tillery, Lili Wang (2022) The Good-on-Paper Effect: How the Decision Context Influences Virtuous Behavior. Marketing Science 41(5):1004-1024.
https://doi.org/10.1287/mksc.2021.1347
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