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Consumer behavior: buying, having, and being (3rd ed.)

✍ Scribed by Vaughan C. Judd


Publisher
John Wiley and Sons
Year
1998
Tongue
English
Weight
79 KB
Volume
15
Category
Article
ISSN
0742-6046

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Online retailing became big business in late 1998, as millions of people placed orders for holiday gifts online and retailers scrambled to upgrade their distribution networks to cope with the growth (Cyberatlas.com, 1999). Companies planning for the growth of online retailing need reliable estimates

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## Abstract Consumer researchers describe Heider's (1958) balance theory without showing how the theory relates to recent theoretical developments in consumer behavior. Empirical examination of the theory is also lacking in consumer‐psychology literature. This article updates Heider's balance theor