Theory and Proposition Development for Repeating Rituals and Willingness to Use the Product

Xuehua Wang ()
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Xuehua Wang: Tongji University

Chapter Chapter 4 in Cultural and Social Influences on Consumer Behavior, 2023, pp 111-115 from Springer

Abstract: Abstract In this chapter, propositions are developed on the relationship between repeating the youth ritual and willingness to use the product involved in the ritual. Specifically, it is proposed that repeating the youth ritual would enhance willingness to use the ritualized product. Goal progress illusion is proposed as the mediator and goal importance is proposed to moderate the focal relationship.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-99-6183-2_4

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DOI: 10.1007/978-981-99-6183-2_4

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