两位市场学专家——一位是波士顿大学的亨里克.哈格维，另一位是豪斯顿大学的范尼撒.帕瑞克——的研究给了该项目很大的启发。 当该项目进行时，他们都在乔治亚大学。

The study was inspired by the work of marketing experts Henrik Hagtvedt of Boston College and Vanessa Patrick of University of Houston; both of whom were at the University of Georgia during the study.

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