Abstract
This paper adapts a theory of literary criticism that integrates both the positivist and interpretative streams of consumer research, provides a terminology for categorizing both internal and external influences on consumption, and allows for hypothesizing about the interaction of unobservable internal processes with external observable ones.
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© 2015 Academy of Marketing Science
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Hershey, L. (2015). Symbolic and Formal Appeal at the US Open Golf Championship: Towards an Integrated Theory of Consumer Behavior. In: Sharma, D., Borna, S. (eds) Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11806-2_121
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DOI: https://doi.org/10.1007/978-3-319-11806-2_121
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-11806-2
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