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The present article explores whether effects of cultural primes are influenced by identity motives as well as by construct accessibility. The authors hypothesized that assimilative responses (shifting one’s judgments toward the norm of the primed culture) are driven by identification motives,...
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Purpose - This study aims to explore customer personality traits as an antecedent of customer citizenship behaviour which positively facilitates service providers. Design/methodology/approach - This study follows the positivism research paradigm. Hence, primary data were collected from 250...
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