Noted: In their experiments, Moreau (John R. Nevin professor of marketing at the Wisconsin School of Business) and Engeset (associate professor of marketing at Buskerud and Vestfold University College in Kongsberg, Norway) gave 136 undergraduates a variety of LEGO-related building tasks. Some of the undergrads followed the instructions of a LEGO kit. Others were given a random assortment of LEGO bricks and were simply told to build something.
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