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| Author: | Pincus, J. |
| Title: | The consequences of unmet needs: the evolving role of motivation in consumer research |
| Journal: | Journal of Consumer Behaviour
2004 : JUN, VOL. 3:4, p. 375-387 |
| Index terms: | Consumer behaviour Marketing research Motivation Psychology Segmentation |
| Freeterms: | Quantitative research |
| Language: | eng |
| Abstract: | The article denotes that dominant theories of human motivation rest on the notion of salient unmet needs. Motivational theories are now showing signs of synthesis within the domain of consumer research. The article proposes that consumer and marketing research techniques can be made more insightful and actionable by introducing measures of behavioral and emotional meaning of unmet needs through integration of the key elements of motivation research within a quantitative measurement system. |
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