Rational-irrational dialectic in the theory of planned behavior in cosmetic use in Malaysia

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Rational-irrational dialectic in the theory of planned behavior in cosmetic use in Malaysia

The Theory of planned behaviour (TPB) is a model that is based largely on cognition i.e., logical cognition (Ajzen & Fishbein ,1980). As a result, the rational component in TPB predominates in influencing the dependent variable that is intention; meaning that, TPB largely ignores the role of irr...

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Bibliographic Details
Main Author:	Muthusamy, Geetha
Format:	Thesis
Language:	English
Published:	2019
Subjects:	Marketing - Malaysia Cosmetics
Online Access:	http://psasir.upm.edu.my/id/eprint/83081/ http://psasir.upm.edu.my/id/eprint/83081/1/FEP%202019%206%20ir.pdf

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