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Keywords: Message assertiveness
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Journal Articles
Psychological reactance in assertive green advertising: addressing the role of individual values
Open Access
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (1): 24–37.
Published: 19 November 2024
... do not only explore the influence of message assertiveness on one’s values but also look at the role of individual value orientation in psychological reactance, which is novel. In the context of environmentalism, values have been identified as an important antecedent of pro-environmental beliefs...
