Abstract
This paper describes a theoretical model of human behavior which helps to isolate a factor which has been shown to predict a quality of human behavior associated with the cooperativeness, friendliness and positiveness of interpersonal behavior. It's called the Others Concept and can be applied to various marketing functions.
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© 2015 Academy of Marketing Science
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Spitz, A.E., Zucker, K., Burzynski, P.R. (2015). A New Projective Technique to Measure a Personality Characteristic: Applications in Marketing. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_183
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DOI: https://doi.org/10.1007/978-3-319-16946-0_183
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16945-3
Online ISBN: 978-3-319-16946-0
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