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
Share Proceeding
Featured papers
See MoreFeatured
J12. The Influence of Pet-Ownership on Consumer Behavior
Lei Jia, Ohio State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Yuwei Jiang, Hong Kong Polytechic University
Featured
Financial Education and Confidence in Financial Knowledge
Stephen Atlas, University of Rhode Island
Nilton Porto, University of Rhode Island
Jing Jian Xiao, University of Rhode Island
Featured
Material Gifts as Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?
Adelle Xue Yang, National University of Singapore, Singapore
Minjung Koo, Sungkyunkwan University
JAEWON HWANG, Sejong University