Academy of Marketing Studies Journal

A double blind, refereed journal which publishes theoretical and empirical manuscripts in marketing. Its primary objective is to expand the boundaries of the literature by supporting the exchange of ideas and insights which further the understanding of marketing.

Articles from Vol. 16, No. 2, 2012

Testing the Boundary for Sequential Mitigation Effect Using an International Sample: An Individual Diference in Self-Monitoring
ABSTRACTAn experiment was conducted using an international sample to test the boundary for sequential mitigation effect (SME; Dholakia, Gopinath, and Bogozzi, 2005). The results from a sample of consumers in the Middle East established that SME worked...
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