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Keywords: Follow your “head”
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2026) 38 (9): 2596–2614.
Published: 07 October 2025
...Haijiao Shi; Xiaochen Zhang; Xiaoxin Sun; Yong Wang Purpose This study explores how mechanistic self-dehumanization affects plan choice, with “follow your ‘head’” as a mediator, and tests message appeal as a moderator. Design/methodology/approach The hypotheses are tested by four studies...
