Think about the kind of 40-year-old who pulls out a faded


Question: Think about the kind of 40-year-old who pulls out a faded, obviously expired student ID to get a discount ticket at a movie theater: What can you predict about his or her willingness to pay for a full-price movie? Is the movie theater making a mistake when it lets him or her pay the student price?

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Dissertation: Think about the kind of 40-year-old who pulls out a faded
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