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Understanding impulse buying: a two-faceted tale

The journal of consumer marketing, v.40 no.7, 2023년, pp.884 - 896  

Yassin, Cherouk Amr ,  Soares, Ana Maria

Abstract AI-Helper 아이콘AI-Helper

PurposeDrawing upon the elaboration likelihood model, this study aims to illuminate contradictory findings from previous research regarding the impact of positive and negative emotions, as well as promotions, on impulse buying (IB). Specifically, this study takes a two-faceted approach to IB, consid...

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