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HO-YOUNG (ANTHONY) AHN, JIN SEONG PARK and ERIC HALEY Consumers' Optimism Bias and Responses to Risk Disclosures in Direct-to-Consumer (DTC) Prescription Drug Advertising: The Moderating Role of Subjective Health Literacy Journal of Consumer Affairs 48

Version of Record online: 29 JAN 2014 | DOI: 10.1111/joca.12028

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