Browsing Robert J. Trulaske, Sr. College of Business (MU) by Title "Cynical consumers : dangerous enemies, loyal friends"
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Cynical consumers : dangerous enemies, loyal friends
(University of Missouri--Columbia, 2006)This dissertation introduces and develops the construct of consumer cynicism, characterized by a perception of a pervasive, systemic lack of integrity in the marketplace, and investigates how cynical consumers behave in ...