To be respected or liked: The influence of social comparisons on consumer preference for competence- versus warmth-oriented products
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DOI: 10.1016/j.ijresmar.2021.04.001
Abstract: Abstract Consumers frequently compare themselves with others and find themselves to be inferior or superior to the comparison targets. This article examines the effect of social comparisons on the relative focus of self-efficacy and relationship… read more here.
Keywords: preference competence; competence; social comparisons; versus warmth ... See more keywords