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Keywords: Morality
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2022) 36 (1): 59–72.
Published: 14 December 2021
... of these modified appearances. This paper aims to use the lens of perceived morality (PM) to investigate consumer perceptions of cosmetic surgery services and the effect of enhanced body appearance on consumer interest in an endorsed brand. Interpersonal similarity (IS) is tested as a boundary condition. Design...
