The Social Congruency Framework: Mapping Different Types of Social Consumption Experiences
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DOI: 10.1177/09637214251313712
Abstract: It is often said that much of consumption is “social” in nature, but what does this mean? This article proposes the social congruency framework for differentiating between different types of social consumption experiences—characterizing a consumption… read more here.
Keywords: consumption; congruency; social consumption; consumption experiences ... See more keywords