A Complete Consumer Journey: Tracking Motivation in the Marketplace
A field study and two experiments use novel methods to capture consumers’ dynamic motivation within a shopping trip. The results provide evidence that pre-trip planning manipulates consumers’ motivational reference points and moderates whether inter-choice time (i.e., the time between purchases) exhibits a linear goal-gradient trend or a curvilinear pattern.
Citation:
Jacob Suher, Szu-chi Huang, and Leonard Lee (2018) ,"A Complete Consumer Journey: Tracking Motivation in the Marketplace", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 808-809.
Authors
Jacob Suher, Portland State University
Szu-chi Huang, Stanford University, USA
Leonard Lee, National University of Singapore, Singapore
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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