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| Tekijä: | Sobh, R. Martin, B. A. S. |
| Otsikko: | Feedback information and consumer motivation: the moderating role of positive and negative reference values in self-regulation |
| Lehti: | European Journal of Marketing
2011 : VOL 45:6, p. 963-986 |
| Asiasana: | consumers motivation affirmative action marketing |
| Kieli: | eng |
| Tiivistelmä: | It is important for marketers to understand how their actions affect consumer behavior, for example consumers use many products/services to attain hoped for -selves or to avoid feared selves. The authors of this article develop a framework and test it in two studies both related to desired and undesired appearances. According to the results of the two studies, when pursuing hoped for -selves, consumers' motivation is mostly driven by expectations of success. Doing badly when attempting to avoid feared selves is also found to be more motivating than doing well. The article provides managers ways to motivate their customers to use their products and services. |
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