@inproceedings{LiWassermanBeekmanetal.2020,
  author    = {Zhan Wen Li and Michael Wasserman and Amy Beekman and Marc Compeau and Erin Draper},
  title     = {What You See is Not Always What You Get: Customer Perceptions and Behaviors in the Fuzzy 'For-Benefit' Space},
  booktitle = {United States Association for Small Business and Entrepreneurship Conference Proceedings},
  pages     = {IK1 -- IK7},
  year      = {2020},
}