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In this article we provide a review of Protection Motivation Theory with a focus on the interaction effects and combinatorial rules, in order to resolve conflicting findings in the literature. Our review suggests that perceived cost is the main driver of persuasion. We propose that consumers use...
This inquiry uses an anthropological construal of metaphor to argue for the multi-vocal presence of symbolic meanings in the marketplace. Metaphoric imagery is described as it emanates from marketers, popular culture media and consumers with respect to the product area of hair care. We identify...
Recent debates in economic sociology have moved away from a critique to homo economicus to a focus on how market exchange is formalized and abstracted from social relations. Rather than dwell on the disparities between the formalism and the practice of market exchange, the work of Michel Callon...
This article seeks to problematize and de-reify the phenomenon of marketing work by means of subjecting it to a social-phenomenological gaze. Drawing upon a discourse-analytical understanding of the productive nature of language, the interaction at a meeting between an advertising agency and a...
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