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Keywords: Psychological discomfort
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2019) 36 (5): 565–581.
Published: 12 August 2019
... the process toward behavioral change? How does external information reinforce those conflicting attitudes with new dissonant cognitions and foster intentions to modify behavior? This study aims to propose a conceptual model, based on cognitive dissonance theory, which introduces psychological discomfort...
