I am afraid, so I buy it! The effects of anxiety on consumer assimilation and differentiation needs amongst individuals primed with independent and interdependent self-construal.
Individuals tend to satisfy their assimilation needs by purchasing products that bear a specific group identity. Such products might be preferred when an individual is threatened because anxiety increases affiliative needs. In contrast, individuals might be more attracted to unique-design products w...
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| Main Authors: | , , |
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| Format: | article |
| Language: | EN |
| Published: |
Public Library of Science (PLoS)
2021
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| Subjects: | |
| Online Access: | https://doaj.org/article/b51b30394d7747e881fb318f7626ecd4 |
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