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Showing 1 to 1 of 1 for “"Consumer behavior; identity; implicit cognition"”.
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A Unified Theory of Consumer Response to Self-Concept Threat
… Greenwald and colleagues' Unified Theory of Implicit Social Cognition (2002) as a starting point, this chapter introduces two specific threat types: identity valence threat and identity strength threat, and hypothesizes the distinct mechanisms involved in response to either type of threat. …