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Keywords: Message assertiveness
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (1): 24–37.
Published: 19 November 2024
... friendly behavior. Additionally, by incorporating value orientations, which have been found to affect environmentally friendly behavior (Steg et al., 2014), into the reactance process, we do not only explore the influence of message assertiveness on one’s values but also look at the role...
