For Whom Is Attainment Less Alluring? the Impact of Cultural Values on Consumers’ Motivation For Goal Pursuit

This research explores how cultural values and goal types interact to influence consumer behavior, illuminating the underlying relation between cultural values and goals. We argue and show in 5 studies that independent (vs. interdependent) cultural values increase motivation for attainment (vs. maintenance) goals, independently of the effect of regulatory focus.



Citation:

Antonios Stamatogiannakis, Haiyang Yang, and Amitava Chattopadyay (2013) ," For Whom Is Attainment Less Alluring? the Impact of Cultural Values on Consumers’ Motivation For Goal Pursuit ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 236-237.

Authors

Antonios Stamatogiannakis, IE Business School - IE University, Spain
Haiyang Yang, INSEAD, Singapore
Amitava Chattopadyay, INSEAD, Singapore



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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