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Keywords: Protection motivation theory
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Journal Articles
International Journal of Retail & Distribution Management (2020) 48 (8): 865–879.
Published: 08 June 2020
...Megan C. Good; Michael R. Hyman Purpose The purpose of this paper is to apply protection motivation theory (PMT) to brick-and-mortar salespeople's responses to customers' fear appeals. Design/methodology/approach The approach is to develop a conceptual model for the effect of customers' fear...
