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Keywords: Kierkegaard
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (7): 1612–1646.
Published: 26 May 2026
...-initiation in moralized choice contexts where consumers retain discretionary agency. Design/methodology/approach This study draws on Kierkegaard’s Either/Or to show how the esthetic mode (immediacy, commitment-avoidance) produces failure-to-start, whereas the ethical mode entails repeated moral action...
