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Keywords: Tribalism
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Journal Articles
Promote me or protect us? The framing of policy for collective good
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2014) 48 (3-4): 742–760.
Published: 08 April 2014
... (VMT) tax, this paper examines how framing messages through the alternative perspective of tribalism can increase individual support towards the corresponding policy. Design/methodology/approach – The paper uses a mixed methods approach. Study 1 uses a qualitative content analysis process based...
