Abstract:ABSTRAK
ABSTRACTThe theory of attribution has been widely used in marketing studies. However, this theory contains some limitations as well. Using the context of protests of tempe producers, this study aims at minimizing the limitations by integrating the attribution theory with collective action theories, prosocial theories, and expectancy-value theories in explaining and predicting the behavior of product consumers and individuals/groups that joined the protests. To answer the research objectives, this study… Show more
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