Browsing BI Open by Author "Forehand, Mark"
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Identity-based consumer behavior
Reed, Americus; Forehand, Mark; Puntoni, Stefano; Warlop, Luk (Journal article; Peer reviewed, 2012)Although the influence of identity on consumer behavior has been documented in many streams of literature, the absence of a consistent definition of identity and of generally accepted principles regarding the drivers of ...