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Keywords: Cognitive appraisal theory
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2019) 37 (6): 631–644.
Published: 09 May 2019
... of which have a strong role in shaping positive affect and negative affect. Originality/value The study is novel in using cognitive appraisal theory to illustrate the formation of positive affect and negative affect in rumor encounters. The study conclusively illustrates the role of cognitive appraisal...
