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Keywords: Utilitarian and hedonic
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing 1–12.
Published: 18 August 2026
... the effect of advertising source on consumer attitudes and whether this effect varies by product type (utilitarian vs hedonic). Design/methodology/approach This study consists of two online experiments. A total of 275 participants were recruited from Prolific. Mediation and moderated mediation analyses...
