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Keywords: Mixed-methods
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Journal Articles
All that glitters is not gold: do materialistic cues in advertising yield resistance?
Available to Purchase
Young Consumers: Insight and Ideas for Responsible Marketers (2016) 17 (2): 183–196.
Published: 20 June 2016
... into account. Design/methodology/approach The paper used a mixed-method design to gauge emotions evoked by materialistic cues both qualitatively and quantitatively. Emotions were assessed using both open-ended and close-ended questions. Perceived effectiveness was also measured using close-ended questions...
