Keywords: Self-focus
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Journal of Product & Brand Management (2025) 34 (7): 1074–1090.
Published: 16 June 2025
...). Since self-focused individuals are motivated to act in their interest, their mind disregards immorality associated with any decision and instead concentrate on achieving the desired outcomes (Duval and Wicklund, 1972). This research posits that consumers with high self-focus see brands’ engagement...

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