Keywords: Assimilation
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Journal Articles
Journal of Consumer Marketing (2023) 40 (4): 470–480.
Published: 16 March 2023
... a nonspecific (e.g. aging appearance) rather than a specific outcome (e.g. wrinkles). This effect is mediated by perceptions of assimilation (versus contrast) to the focal threat. This study reliably shows the effect across three threat domains (i.e. aging appearance, weight gain, illness) and for different...

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