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Consumer responses to power changes in narratives

thesis
posted on 2019-02-01, 00:00 authored by Fatemeh Habibi
This study aimed to answer if a narrative featuring an anados character increase attitude towards that narrative and if self-determination mediate the relationship between anados-style narrative and attitude towards that narrative. Results confirmed that individuals preferred anados over statikos narratives, and that this effect arose because anados narratives inspired a sense of self-determination.

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Pagination

159 p.

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thesis

Resource type

thesis

Language

eng

Degree type

Research doctorate

Degree name

Ph.D.

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The author

Editor/Contributor(s)

J Newton

Faculty

Faculty of Business and Law

School

Department of Marketing

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