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Keywords: Reactance theory
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Journal Articles
International Journal of Retail & Distribution Management (2022) 50 (11): 1378–1394.
Published: 17 June 2022
... the lifting of such restrictions. This uncommon phenomenon, termed revenge buying, offered an opportunity to revive retail businesses. This paper applies Reactance Theory (RCT) and Self-determination Theory (SDT) to model consumers' revenge buying intentions. Design/methodology/approach Data was collected...

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