Emotional and Motivational Drivers of Our “Want” and “Should” Desires

Cynthia Cryder, Carnegie Mellon University, USA
[ to cite ]:
Cynthia Cryder (2010) ,"Emotional and Motivational Drivers of Our “Want” and “Should” Desires", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 358-361 .