Disentangle contextual and permanent individual motivations:an application to shopping behavior

Bascoul, Ganael; Schmitt, Julien and Rasolofoarison, Dina Disentangle contextual and permanent individual motivations:an application to shopping behavior. IN: 37th European Marketing Academy conference. 2008-05-27 - 2008-05-30.

Abstract

Past studies resulted in conflicting definitions of consumer motivation. Motivations are seen either as the consumer? s characteristics that shape her general behavior (motivational trait), or as contextual variables representing the reason why the individual is behaving specific to today?s context (motivational state). The objective of this research is to understand the impact of each on consumer behavior. Applied to shopping motivations, our study shows a strong interaction between motivational trait and state: motivational traits influence behavior only when associated with a recreational motivational state. In a functional motivational state, individuals prevent their personal characteristics from being fully expressed.

Divisions: Aston Business School > Marketing & strategy
Aston Business School > Marketing & strategy research group
Event Title: 37th European Marketing Academy conference
Event Type: Other
Event Dates: 2008-05-27 - 2008-05-30
Uncontrolled Keywords: shopping motives,functional and hedonicshoppers,motivational traits and states

Download

Full text not available from this repository.

Export / Share Citation


Statistics

Additional statistics for this record