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Communication Dans Un Congrès Année : 2012

Consumer Propensity to Resist (CPR): measurement and validation

Annie Banikema
Dominique Roux

Résumé

This paper offers a valid measure of Consumer Propensity to Resist (CPR). A qualitative research helps define the construct. Then, a scale is developed through four samples from 1,476 individuals. A final model confirms the links between Self-Affirmation and Self-Protection, their antecedents and effects on various buying behavior.
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Dates et versions

hal-04316956 , version 1 (30-11-2023)

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  • HAL Id : hal-04316956 , version 1

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Annie Banikema, Dominique Roux. Consumer Propensity to Resist (CPR): measurement and validation. Advances in Consumer Research, North American Conference, Association for Consumer Research, Oct 2012, Vancouver, Canada. pp.612-613. ⟨hal-04316956⟩

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UNIV-PARIS-SACLAY
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