Under what conditions are we more likely to engage in social comparison with dissimilar others versus similar

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Under what conditions are we more likely to engage in social comparison with dissimilar others versus similar others? How might this dimension be used in the design of marketing appeals?

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Consumer Behaviour A European Perspective

ISBN: 9780273687528

3rd Edition

Authors: Michael R. Solomon, Gary Bamossy, Søren Askegaard, Margaret K. Hogg

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