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Keywords: Undesired self
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Journal Articles
Conspicuous political brand interactions on social network sites
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2018) 52 (3-4): 702–724.
Published: 29 January 2018
... selves was better at predicting outcomes than the positive self-congruence facets (Bosnjak and Rudolph, 2008). Here, the undesired self is characterized as an identity schema, encompassing negatively valence traits (e.g. unattractiveness). Undesired selves may include schemas based on a person’s own...
