The power of controversy: compensatory consumption among younger and older consumers
The prevalence of belief-driven buying has never been more apparent than today. This study on compensatory consumption proposes brand controversy as a potentially enticing factor for younger individuals to compensate for powerlessness. It is hypothesized that younger individuals feel less powerful a...
| Autor principal: | |
|---|---|
| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2022
|
| Assuntos: | |
| Texto completo: | http://hdl.handle.net/10362/139081 |
| País: | Portugal |
| Oai: | oai:run.unl.pt:10362/139081 |