The Added Value of Contextual Motivations on the Consumer-Brand Relationship

Marina Carnevale, Fordham University, USA
Lauren Block, Baruch College, USA
Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA
Purchase decisions may be prompted by the need to self-reward (self-compensate) some positive (negative) feeling about the self caused by extraordinary achievement (failure). Across two studies, we show that these different contextual motivations affect the consumer-brand relationship and explore an important moderator of these effects.
[ to cite ]:
Marina Carnevale, Lauren Block, and Ozge Yucel-Aybat (2013) ,"The Added Value of Contextual Motivations on the Consumer-Brand Relationship ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.