139. References
• Sheena S. Iyenga and Mark R. Leppe. "When Choice is Demotivating: Can One
Desire Too Much of a Good Thing?"
http://www.columbia.edu/~ss957/articles/Choice_is_Demotivating.pdf
• Soman, Dilip. “Option Overload: How to Deal with Choice Complexity.”
Rotman Magazine: Fall 2010: 43-47.
• Richard Chase and Sriram Dasu. “Want to Perfect Your Company’s Service? Use
Behavioral Science.” Harvard Business Review.
http://hbr.org/2001/06/want-to-perfect-your-companys-service-use-
behavioral-science/ar/1
• John Gourville and Dilip Soman. "Pricing and the Psychology of Consumption"
Harvard Business Review
http://hbr.org/2002/09/pricing-and-the-psychology-of-consumption/ar/1