Good, Megan C.; Hyman, Michael R. - In: International Journal of Retail & Distribution Management 48 (2020) 8, pp. 865-879
Purpose: The purpose of this paper is to apply protection motivation theory (PMT) to brick-and-mortar salespeople's responses to customers' fear appeals. Design/methodology/approach: The approach is to develop a conceptual model for the effect of customers' fear appeals on brick-and-mortar...