Consumer behavior: buying, having, and being (3rd ed.)
β Scribed by Vaughan C. Judd
- Publisher
- John Wiley and Sons
- Year
- 1998
- Tongue
- English
- Weight
- 79 KB
- Volume
- 15
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
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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 consumerβpsychology literature. This article updates Heider's balance theor