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Keywords: Unwise consumption decisions
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing 1–36.
Published: 13 August 2026
... and situational forces are adaptively coordinated, generating practical benefits and lasting positive emotions. Unwise consumption decisions occur when these dimensions are absent, overactivated or in conflict, producing impulsivity, guilt or regret. Paradoxically, even virtuous tendencies can yield unwise...
