@inproceedings{LiWassermanBeekmanetal.2016,
  author    = {Li, Zhan Wen and Wasserman, Michael and Beekman, Amy and Compeau, Marc and Draper, Erin},
  title     = {What You See is Not Always What You Get: Customer Perceptions and Behaviors in the Fuzzy 'For-Benefit' Space},
  series = {United States Association for Small Business and Entrepreneurship Conference Proceedings},
  booktitle = {United States Association for Small Business and Entrepreneurship Conference Proceedings},
  publisher = {United States Association for Small Business and Entrepreneurship},
  pages     = {IK1 -- IK7},
  year      = {2016},
  language  = {en}
}