Narcum, J. A., and J. T. Coleman. “You Can’t Fool Me! Or Can You? Assimilation and Contrast Effects on Consumers’ Evaluations of Product Authenticity in the Online Environment”. Journal of Asian Business Strategy, vol. 5, no. 9, Oct. 2015, pp. 200-7, doi:10.18488/journal.1006/2015.5.9/1006.9.200.207.