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Keywords: Lay rationalism
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Journal Articles
Drivers and inhibitors of the compromise effect – a conceptual overview
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (4): 375–384.
Published: 02 March 2020
... in isolation of one another, into a single conceptual model. This sheds light on the issue of previously overstated or understated relevance of individual drivers. The picture is completed by the proposition of new potential drivers of the compromise effect like lay rationalism and approval motivation...
