Does your demonstration tell the whole story? How a process mindset and social presence impact the effectiveness of product demonstrations

Journal of the Academy of Marketing Science, 2024-03, Vol.52 (2), p.512-530 [Peer Reviewed Journal]

Academy of Marketing Science 2023. Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law. ;ISSN: 0092-0703 ;EISSN: 1552-7824 ;DOI: 10.1007/s11747-023-00934-6

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