Productive play time: the effect of practice on consumer demand for hedonic experiences Kyle B. Murray; Steven Bellman Journal of the Academy of Marketing Science 2011 39(3), 376-391
The Role of Arousal in Congruity-Based Product Evaluation Theodore J. Noseworthy; Fabrizio Di Muro; Kyle B. Murray Journal of Consumer Research 2014 41(4), 1108-1126