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Keywords: Perceived product scarcity
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Journal Articles
What drives or inhibits consumers' preference to consume quietly?
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2023) 35 (11): 2666–2681.
Published: 08 May 2023
... that consumer extraverted disposition and the self-presentation motive negatively influence secret consumption intention and suggest this relationship is explained by the self-presentation need. The findings also revealed that perceived product scarcity attenuated the negative impact of extraversion and self...
