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The Impact of Psychological Distance and Construal Level on Consumers’ Responses to Taboos in Ad

  • Research
  • Marketing, Sales and Communication
528 views

For different product categories and across different taboo types, different distance dimensions, and different construal-level manipulations, an increase in the psychological distance (or construal) level attenuates consumers’ unfavorable attitudinal and behavioral reactions while a decrease in the psychological distance (or construal) level intensifies consumers’ responses.


Keywords
  • advertising, behevior, comportement, consumer, marketing, publicité, taboo

Author(s)

THEODORAKIS Ioannis
Professor
OMNES Education

Institution(s)

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