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Keywords: Unconscious
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Journal Articles
International Journal of Contemporary Hospitality Management (2026) 38 (5): 1453–1477.
Published: 24 March 2026
...Irene Cheng Chu Chan; Zhaoyu Chen; Xinyuan Zhao; Rob Law Purpose Traditional research often emphasizes conscious, mindful processes whereby consumers actively evaluate their experiences. However, recent developments highlight the significance of unconscious reactions that are shaped...

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