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Keywords: Event
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2018) 35 (2): 183–193.
Published: 19 March 2018
...Michela Addis; Giulia Miniero; Isabella Soscia Purpose This paper aims to explore the role of surprise in reducing the negative impact of an undesired emotion, such as embarrassment, on the attitudes and behavioral intentions of consumers taking part in an event. Design/methodology/approach...
