How Consumer Self-Determination Influences Engagement and Future Intention: the Moderating Role of Relatedness

Eunice Kim, University of Florida, USA
The purpose of this research is to explore the mechanism by which consumers' perceptions of social relatedness moderate the influence of self-determination on consumer engagement and future intention. The findings suggest that relatedness may only be effective for individuals who have a low level of self-determination.
[ to cite ]:
Eunice Kim (2015) ,"How Consumer Self-Determination Influences Engagement and Future Intention: the Moderating Role of Relatedness", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 793-793.