Kyung-Min Kim, Beomjoon (Peter) Choi, Sangwon Lee, Benjamin Nobi
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The influence of regulatory focus and evaluation mode on consumers’ decision making
This research investigates the impact of individuals’ regulatory orientation on their responsiveness to context effects arising from different evaluation modes. Drawing on the theoretical framework...
期刊介绍：
The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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