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Description: Direct replication and extension of: Sussman, A. B., & Olivola, C. Y. (2011). Axe the tax: Taxes are disliked more than equivalent costs. Journal of Marketing Research, 48, 91–101. The following pre-registrations were filed for this project: Pre-registration of in-principal accepted stage 1 report: Pre-registration for analyses requested by reviewers: Pre-registration for pre-tests:


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Stage 1: Sussman and Olivola (2011) reported that people in the US show a stronger preference to avoid tax-related costs than to avoid tax-unrelated m...

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