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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
... of anger and negative cognition. Thomas Freudenreich can be contacted at: thomas.freudenreich@wu.ac.at 05 02 2024 24 06 2024 20 09 2024 26 09 2024 The reactance theory provides an explanation for why message assertiveness causes negative responses. It is argued...
