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Keywords: Behavioural reasoning theory
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2026) 43 (5): 1232–1259.
Published: 22 June 2026
... to generative AI and technology adoption. The research also enriches the behavioural reasoning theory. Further, this study will also be helpful to organizations that intend to adopt Generative AI in the future. Abhishek Behl can be contacted at: abhishekbehl27@gmail.com 01 10 2024 26 05 2025...
