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Keywords: Double-edged sword effect
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Journal Articles
Journal:
Nankai Business Review International
Nankai Business Review International (2024) 15 (1): 21–47.
Published: 10 May 2023
... research and new product research have not examined this issue yet. The purpose of this study is to study whether the marketing practice of awe induction faciliates consumers' new product choice. Design/methodology/approach This paper examines the double-edged sword effect of different types of awe...
