Identity-based motivation and consumer behavior

Choices are often identity-based yet the identity-to-choice link is not necessarily obvious for reasons articulated by the identity-based motivation model (Oyserman, D. (2009). Identity-based motivation: Implication for action-readiness, procedural readiness and consumer behavior. Journal of Consume...

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Veröffentlicht in:	Journal of consumer psychology 2009-07, Vol.19 (3), p.276-279
1. Verfasser:	Oyserman, Daphna
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behaviour Consumers Identity Motivation Psychology
Online-Zugang:	Volltext
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