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Keywords: Incomprehension
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Journal Articles
Journal of Product & Brand Management (2015) 24 (6): 621–632.
Published: 21 September 2015
... a three-way process (automatic, higher-order cognitive, higher-order affective): a direct negative effect, an indirect effect mediated by incomprehension about the reasons for the change and an indirect effect mediated by the negative emotions generated by the change. Moreover, trust in firms diminishes...
