Keywords: Mindsets
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Journal Articles
Journal Articles
European Journal of Marketing (2023) 57 (5): 1560–1590.
Published: 05 April 2023
... in different mindsets. Design/methodology/approach The authors first conducted a content analysis study and then tested the model with two online experiments [both 2 × 2 factorial designs – gamification (hedonic/utilitarian) and mindset (implemental/deliberative), with different utilitarian and hedonic...
Journal Articles

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