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Keywords: Cessation behaviors
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (12): 3197–3226.
Published: 05 October 2022
...Márcia Maurer Herter; Adilson Borges; Diego Costa Pinto; Mario Boto Ferreira; Anna S. Mattila Purpose This research examines how construal level shapes the effectiveness of rational (vs emotional) messages for inducing cessation behaviors. Concrete mindsets foster self-improvement goals, whereas...
