Do Streaming Services Appeal to Individuals With High Self-Concept Clarity or Those With Low Self-Concept Clarity?
Current consumers face a decision between two consumption modes: “liquid consumption,” in which they access intangible products temporarily, and “solid consumption,” in which they maintain permanent ownership of tangible products. This study examines how two factors—product self-relevance and self-c...
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| Main Author: | |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2025-01-01
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| Series: | Maketingu rebyu |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketingreview/6/1/6_2025.004/_html/-char/en |
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