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Keywords: Normative influence
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Journal Articles
Animosity, preference conflict and consumption context in an international crisis: a normative influence perspective
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2022) 39 (6): 1285–1308.
Published: 03 June 2022
... normative influences (value-expressive and utilitarian influences) shape consumers’ animosity attitudes and purchase intentions; and (b) building on the normative influence perspective and separating consumption context into purchase (online vs. offline) and usage (private vs. public) contexts. The goal...
