Consumer Preferences for Assimilative Versus Aspirational Models in Marketing Communications: The Role of Product Class, Individual Difference, and Mood State
Author:
Affiliation:
1. a Haile/US Bank College of Business, Northern Kentucky University, Highland Heights, KY
2. b University of Tennessee, Knoxville, TN
Publisher
Informa UK Limited
Subject
Marketing
Link
https://www.tandfonline.com/doi/pdf/10.2753/MTP1069-6679200401
Reference52 articles.
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5. Reference Group Influence on Product and Brand Purchase Decisions;William Bearden;Journal of Consumer Research,1982
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