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Consumer altruism and risk taking: why do altruistic consumers take more risks?
This research studies an interesting and counter-intuitive relationship between consumer altruism and risk taking. While these two constructs have been studied extensively by extant research, there is scant research which has studied the relationship between them – perhaps due to the expectation tha...
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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Springer Berlin Heidelberg
2021
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| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8637035/ http://dx.doi.org/10.1007/s12208-021-00323-1 |