A Shaken Self on Shopping, Consumer Threats and Compensatory Consumptio
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32
978-91-7063-747-6
Karlstad University Studies
2017
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loginIn a series of experiments, with a total sample of over2,400participants, this thesis investigates how various threats that customers may encounter influence their subsequent purchaseand choice behaviors. Furthermore, this thesisexamines whether individuals’ predicted behaviorsin certain consumer contexts are congruent with customers’ actual behaviorsin these very contexts.
