Academic literature on the topic 'Consumer motivation'

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Journal articles on the topic "Consumer motivation"

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Chattopadhyay, Debalina. "A Correlation Study between Consumer Motivation and Green Marketing Strategies in Driving Sustainable Consumption." Management Journal for Advanced Research 4, no. 6 (2024): 17–21. https://doi.org/10.54741/mjar.4.6.17-21.

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The article explores the relationship between customer motivation and green marketing strategies in promoting sustainable consumption behaviour. Through an extensive analysis of available literature and empirical data collection, the study aims to unfold insights into how various motivational factors influence consumers' responses to green marketing initiatives. By examining the connection between consumer motivation and the adoption of environment-friendly marketing practices, such as eco levelling, green advertising & green branding, this research provides a deeper understanding of the m
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Kosnin, Ruzanifah, Afif Ahza Zainudin, Fatin Nor Nazira Che Seman, Noor Asilah Hussin, Noor Syamimi Zulkefli, and Ahmad Faezi Ab. Rashid. "Motivational Factors to Consume Organic Food Products Among University Students in Kelantan." Journal of Hospitality, Tourism and Wellness Studies (JHTW) 1, no. 1 (2024): 43–55. https://doi.org/10.70944/jhtw.v1i1.1437.

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Previous research has shown that organic food products have gained attention among consumers. However, studies on youth motivation towards consuming organic food products are still scarce. Therefore, this study investigates the motivation to consume organic food products by examining the relationship between consumer attitude, price perception, health concerns, and environmental concerns toward motivation to consume organic food products among public university students in Kelantan. Questionnaire surveys were distributed to a sample of 235 students from three public universities in Kelantan. T
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Sudhir, Subin, and Anandakuttan B. Unnithan. "Measuring Consumer Motivations to Share Rumors." International Journal of Online Marketing 4, no. 3 (2014): 51–67. http://dx.doi.org/10.4018/ijom.2014070104.

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Rumors are often shared in the marketplace about products, services, brands or organizations; both in the online as well as in the offline scenarios. These rumors get communicated from consumer to consumer in the form of Word of Mouth (WOM). An exhaustive review of literature identified four motivations for consumers to share rumors in the marketplace; which included anxiety management motivation, information sharing motivation, relationship management motivation and self enhancement motivation. The review was not conclusive in identifying any scales for the measurement of these motivations. T
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GANAPATHI, J., and MOHAN RAO RAM. "BEYOND LIKES AND SHARES: INVESTIGATING THE ROLE OF SOCIAL MEDIA MOTIVATION IN SHAPING CONSUMER BUYING BEHAVIOR." Tianjin Daxue Xuebao (Ziran Kexue yu Gongcheng Jishu Ban)/ 56, no. 08 (2023): 164–80. https://doi.org/10.5281/zenodo.8296338.

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<strong>Abstract </strong> In the contemporary digital landscape, social media has transformed into a dominant force that profoundly influences consumer behavior. As millions of users engage with platforms daily, the motivations that drive their interactions play a pivotal role in shaping consumer buying behavior. The current study examines the impact of social media motivation on consumer buying behavior. The study explores the diverse motivational factors that drive user interactions on social media platforms, including social interaction, self-expression, information seeking, entertainment,
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Dr., J. Jothi Krishnan, and S.Sivaraj. "Customer Motivation and Loyalty towards Shopping Malls in Chennai City." International Journal of Engineering and Management Research 8, no. 2 (2018): 118–23. https://doi.org/10.5281/zenodo.3361986.

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Consumer movement is a universal phenomenon. The goods or services available may be in abundance or in short supply, but the position of the consumer is weak, in relation to the seller. Sellers want customers, as buyers and not as complainants. The frustration and bitterness on the part of consumers, who have been promised much is indeed great, but they realise less. It can be due to the existence of sellers&rsquo; market, where consumers are voiceless. There are many practices whereby consumers are not only being denied their basic rights but are being deceived too. A consumer is an individua
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Tat, Peter K., and Bettina Cornwell. "Consumer Motivation." Journal of Promotion Management 1, no. 1 (1992): 21–39. http://dx.doi.org/10.1300/j057v01n01_03.

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Li, Jianjun, Zhenyu Gu, and Yonghui Dai. "Impact of Sports Sponsorship Motivation on Consumer Purchase Intention: Mediating Effect Based on Consumer Attitude." Sustainability 14, no. 22 (2022): 15430. http://dx.doi.org/10.3390/su142215430.

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Sponsorship is very important for the sustainable development of sports, and the motivation of sponsors will have an impact on consumers’ willingness to buy the products of sports sponsors. This paper takes China’s CBA sports sponsors, TCL Corporation and Li Ning Corporation, as examples to conduct an empirical stud. Structural equation model, regression analysis, and correlation analysis are used in our study. The results show that altruistic sponsorship motivation has a positive impact on consumer attitude and purchase intention. Sponsorship egoistic motivations have a reverse impact on cons
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Utami, Sri Sari, Jangkung Handoyo Mulyo, and Lestari Rahayu Waluyati. "PENGARUH KARAKTERISTIK DEMOGRAFI DAN EKONOMI TERHADAP PERMINTAAN TELUR AYAM BERLABEL DI KAWASAN YOGYAKARTA." Agro Ekonomi 25, no. 2 (2016): 144. http://dx.doi.org/10.22146/agroekonomi.17192.

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The objective of this research were to analyze the relationships between demographic characteristic ( age and family members) and other factors on demand for labeled eggs. The respondents are consumers who consumed labeled eggs and consisted of 50 labelled eggs consumer who are selected by incidental sampling. The effect of demographic characteristics and other factors were analyzed by using multiple linear regression model. The result indicates that consumption of labeled eggs influenced positively by consumer motivation, consume income and number of family members and influenced negatively b
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Sobh, Rana, and Brett A. S. Martin. "Feedback information and consumer motivation." European Journal of Marketing 45, no. 6 (2011): 963–86. http://dx.doi.org/10.1108/03090561111119976.

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PurposeMarketers spend considerable resources to motivate people to consume their products and services as a means of goal attainment. Why people change their consumption behaviour is based largely on these goals; many products and services are used by consumers in an effort to attain hoped‐for selves and/or to avoid feared selves. Despite the importance for marketers in understanding how current performance influences a consumer's future efforts, this topic has received little attention in marketing research. The aim of this paper is to fill some of the gaps.Design/methodology/approachThe pap
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Jurėnienė, Virginija, and Dovilė Peseckienė. "Art Gallery Visitors’ Motivations." Informacijos mokslai 89 (June 5, 2020): 17–33. http://dx.doi.org/10.15388/im.2020.89.37.

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The article discusses the motivational factors of visual art institution consumers. Analysis includes Falk’s identity-related theory of motivation for visiting art institutions that discusses how visitors’ experience begins before visiting a museum and is focused on the consumer’s attitude (identity) validation. Consumers’ motivation to visit an art institution depends on not only the proposals provided by the institution and their value to the consumer, but also on accessibility, the environment, and the personnel’s communication. The article introduces the motivations, expectations of consum
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Dissertations / Theses on the topic "Consumer motivation"

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Allison, Gareth M. "A cross-cultural study of motivation for consuming luxuries." Diss., Lincoln University, 2008. http://hdl.handle.net/10182/1236.

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This research investigated three main research questions. First, can the structure and nature of motivation for the consumption of luxury products be identified? Second, are there differences between consumers from different parts of the world in their motivation for consuming luxury products? Third, can cultural values be used to predict motivation for the consumption of luxury products? Data was obtained by way of an online survey at a New Zealand University, and via a mixed-mode survey at a public University in Thailand. A total of 307 (NZ n=130; Thai n=177) usable responses were obtained.
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Glouner, Madeleine. "Psychology & Consumer Desire: Music's Influence on Consumer Motivation and Well Being." Scholarship @ Claremont, 2017. http://scholarship.claremont.edu/scripps_theses/979.

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Abstract The purpose of this study is to further explore the psychological influence that music has on emotional well-being and elicited behavioral response in consumers. Thus, this study asks if music in advertisements affects consumer well-being and behavior, and if certain music elicits a more positive emotional and motivational behavioral response. It also aims to answer if a certain type of music can elicit a more positive behavioral response based on the type of product. This study consisted of two waves of participant research. The first wave will evaluate basic participant demographics
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Hammill, Amanda C. "Approach/avoidance motivation extensions of the congruency effect /." Cleveland, Ohio : Cleveland State University, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=csu1216741968.

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Thesis (M.A.)--Cleveland State University, 2008.<br>Abstract. Title from PDF t.p. (viewed on Nov. 6, 2008). Includes bibliographical references (p. 57-64) and appendices. Available online via the OhioLINK ETD Center. Also available in print.
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Segerslätt, Jakob, and Christoffer Jensen. "How motivation can be explained by consumer engagement : A quantitative study on how consumer engagement affects motivation to rank and review in an online context." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45843.

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Purpose: Explain how consumer engagement affects consumers motivation to rank and review on price-comparison sites. Hypotheses raised:H1 - There is a positive relationship between affective consumer engagement and theconsumer's motivation to rank products online.H2 - There is a positive relationship between affective consumer engagement and theconsumer's motivation to review products online.H3 - There is a positive relationship between cognitive consumer engagement and theconsumer's motivation to rank products online.H4 - There is a positive relationship between cognitive consumer engagement a
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Jeon, Sua. "The Effect of Consumer Shopping Motivations on Online Auction Behaviors: An Investigation of Searching, Bidding, Purchasing, and Selling." Thesis, University of North Texas, 2006. https://digital.library.unt.edu/ark:/67531/metadc5366/.

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The purposes of the study were to: 1) identify the underlying dimensions of consumer shopping motivations and attitudes toward online auction behaviors; 2) examine the relationships between shopping motivations and online auction behaviors; and 3) examine the relationships between shopping attitudes and online auction behaviors. Students (N = 341) enrolled at the University of North Texas completed self-administered questionnaires measuring shopping motivations, attitudes, online auction behaviors, and demographic characteristics. Using multiple regression analyses to test the hypothesized rel
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Hibbert, Sally A. "Mood and motivation in shopping behaviour." Thesis, University of Stirling, 1998. http://hdl.handle.net/1893/2267.

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This thesis is concerned with the motivation of shopping behaviour. The main aim of the research is to examine internal factors that influence a person's motivation, with specific focus on how consumers' shopping goals and mood states prior to a retail encounter affect their in-store behaviour and the outcomes of the activity in terms of goal attainment and evaluations of the retail outlet. The conceptual basis for the research is provided by theories of goal-directed behaviour, which assume that people are purposive in their behaviour and that there is a synergistic relationship between cogni
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Mucollari, Lorela, and Vasily Samokhin. "Gamification : The influence of gamification on the consumer purchase intention." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-328327.

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Gamification is the new strategy that is applied in different areas from healthcare to the education, it is gaining a lot of popularity. Gamification is applied also in the online retailing, for trying to influence the consumer behavior. In this research paper Steam is going to be taken as a case study, since the platform is gamified. The aim of the study is to understand how gamification can influence the consumer behavior in the online retailing. As a main theoretical framework, the Fogg behavioral model. The main variables of the model are motivation, ability and trigger. In specific how th
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Huynh, Quang Hung. "The Influence of Social and Cultural Context on Sport Consumer Motivation." Thesis, Griffith University, 2017. http://hdl.handle.net/10072/370738.

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Exploring and understanding the motives that drive consumers to attend sport events and to follow sport teams is a critical challenge for sport organisations and underpins marketers’ attempts to attract new consumers as well as to retain existing ones. Prior research indicates that sport consumer motives vary across contexts. Moreover, research on sport consumers suggests that there is an opportunity to expand knowledge of sport consumer motives beyond social-psychological conceptualisations (i.e., intrinsic needs and wants) through an application of socio-cultural theorising (i.e., cultural m
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Smith, Andrew Peter. "Consumer's product choice behaviour : an application of chaos theory." Thesis, University of Stirling, 2000. http://hdl.handle.net/1893/1452.

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The primary aim of this thesis is to apply chaos theory to consumer behaviour research. Chaos theory is essentially a theory of time series. The specific focus is product choice consumption behaviour. The conceptual basis for the work is taken from a theory thus far developed entirely outwith the topic focus of consumer research and marketing. The concepts and methods developed by chaos theorists in the natural sciences and some social and behavioural sciences are synthesised with concepts and methods from consumer research. The objective is to both shed light on the consumption process and ex
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Potgieter, Adéle. "The influence of motivational factors on corporate performance and customer satisfaction." Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/d1019738.

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South Africa is ranked 44th place out of 53 countries (IMD 2011). It would seem imperative for the South African Government and the private sector to pay close attention to studies of this nature that indicate the importance of certain factors on the motivation of employees. In essence this study could assist Government and the private sector in understanding the importance of different factors that influence motivation of employees and the profitability of organisations. Should organisations re-align their focus on motivation of employees by taking cognisance of the elements addressed in this
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Books on the topic "Consumer motivation"

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Schiffman, Leon G. Consumer behaviour. 4th ed. Prentice-Hall International, 1990.

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Lazar, Kanuk Leslie, and Das Mallika 1950-, eds. Consumer behaviour. Pearson Prentice Hall, 2006.

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Elizabeth, Hirschman, ed. Interpretive consumer research. Association for Consumer Research, 1989.

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Zaltman, Gerald. Consumer behavior: Basic findings and management implications. R.E. Krieger, 1987.

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S, Robertson Thomas, and Kassarjian Harold H, eds. Handbook of consumer behavior. Prentice-Hall, 1991.

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Harrell, Gilbert D. Consumer behavior. Harcourt Brace Jovanovich, 1986.

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Assael, Henry. Consumer behavior and marketing action. 5th ed. South-Western College Pub., 1995.

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Assael, Henry. Consumer behavior and marketing action. 6th ed. South-Western College Pub., 1998.

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Håvard, Hansen, and Kanuk Leslie Lazar, eds. Consumer behaviour: A European outlook. 2nd ed. Pearson, 2011.

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Noel, Hayden. Consumer behaviour. AVA Academia, 2009.

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Book chapters on the topic "Consumer motivation"

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Hoffmann, Stefan, and Payam Akbar. "Motivation." In Consumer Behavior. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-39476-9_3.

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Gbadamosi, Ayantunji. "Consumer Motivation." In Consumer Behaviour and Digital Transformation. Routledge, 2024. http://dx.doi.org/10.4324/9781003242031-12.

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Statt, David A. "Motivation." In Understanding the Consumer. Macmillan Education UK, 1997. http://dx.doi.org/10.1007/978-1-349-25438-5_7.

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Funk, Daniel C., Kostas Alexandris, and Heath McDonald. "Sport consumer motivation." In Sport Consumer Behaviour, 2nd ed. Routledge, 2022. http://dx.doi.org/10.4324/9781003092537-10.

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Sulzmaier, Sonja. "Describing consumer motivation." In Consumer-Oriented Business Design. Physica-Verlag HD, 2001. http://dx.doi.org/10.1007/978-3-642-57596-9_4.

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Bonn, Gregory. "Motivation." In Consumer Perception of Product Risks and Benefits. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-50530-5_20.

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Grigoriadou, Maria, and Agisilaos Konidaris. "Exploring the Motivation to Follow Small Brands on Social Media." In Strategic Innovative Marketing and Tourism. Springer Nature Switzerland, 2024. http://dx.doi.org/10.1007/978-3-031-51038-0_89.

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AbstractSocial media have impacted numerous aspects of consumers’ social life, including consumer behavior and the consumer—brand relationship. Consumer behavior is evolving though social platforms and is shaping the perceptions and the actions of customers towards brands. As a result, more and more brands are seeking visibility through social networks, establishing an online presence, trying to trigger interaction and engagement with consumers. This paper explores consumer motivation to interact and engage with small travel brands on social media and highlights elements of the brands that mak
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Tadajewski, Mark. "Ernest Dichter and Consumer Behaviour: Intellectual Primacy and Interpretive Consumer Research." In Ernest Dichter and Motivation Research. Palgrave Macmillan UK, 2010. http://dx.doi.org/10.1057/9780230293946_5.

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Hodgson, Bernard. "Justification, Obligation, and Consumer Motivation." In Studies in Economic Ethics and Philosophy. Springer Berlin Heidelberg, 2001. http://dx.doi.org/10.1007/978-3-662-04476-6_9.

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Kolb, Bonita M. "Understanding consumer motivation and segmentation." In Marketing Strategy for the Creative and Cultural Industries. Routledge, 2020. http://dx.doi.org/10.4324/9780367817077-7.

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Conference papers on the topic "Consumer motivation"

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Patil, Kanchan Pranay, Dhanya Pramod, Sumon Mitra, Suraj Sarma, Pranavi Sodagiri, and Sudhansu Saraswat. "Fighting the Illusion: Exploring Consumer Defense Against Deepfake Technology Using Protection Motivation Theory." In 2025 Fifth International Conference on Advances in Electrical, Computing, Communication and Sustainable Technologies (ICAECT). IEEE, 2025. https://doi.org/10.1109/icaect63952.2025.10958930.

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Bodrog, Zoltán, and Csilla Mile. "Environmentally Conscious Consumer Behavior in Generation Z ‒ Trends and Motivations." In 2025 IEEE 23rd World Symposium on Applied Machine Intelligence and Informatics (SAMI). IEEE, 2025. https://doi.org/10.1109/sami63904.2025.10883149.

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Dimova, Nadejda. "The Specific Interrelation between Motivation, Emotions and Sustainable Consumer Behaviour." In 8th International Scientific Conference ERAZ - Knowledge Based Sustainable Development. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2022. http://dx.doi.org/10.31410/eraz.2022.163.

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The changes brought about by COVID-19 and digitalisation do not eradicate the genuine problems associated with sustainable consum­er behaviour and achieving sustainable development in general. Consum­er motivation and emotions are closely intertwined with achieving sustain­able consumer behaviour. The research interest was sparked by the interre­lation between motivation, emotions and sustainable consumer behaviour. It is specific and determines the extent to which consumers want and are motivated to consume sustainably and in parallel with what emotions they experience in the overall consumer
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Beke, Judit, Marietta Balázsné Lendvai, and Ildikó Kovács. "Young Consumers’ Product Perception and Consumer Motivation Towards Buying Local Products." In Fifth International Scientific Conference ITEMA Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2021. http://dx.doi.org/10.31410/itema.s.p.2021.85.

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An important aspect of sustainable food consumption is the con­sumption of local food. The concept of local food is often linked to sustaina­bility which is gaining importance in the marketing communication of food brands since it fits in with the conscious consumption intentions of young people. In addition to studying the nature and consumer perception of lo­cal products, the study explores consumer motivations of young consumers aged 18-25 using qualitative focus group research method. Based on the re­sults, the products that young consumers are willing and motivated to buy can be identifie
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Metcalf, Ellen I. "Consumer Motivation Versus Market Segmentation." In SAE International Congress and Exposition. SAE International, 1985. http://dx.doi.org/10.4271/850339.

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Tamasits, Dóra. "Motivations of brand avoidance." In The Challenges of Analyzing Social and Economic Processes in the 21st Century. Szegedi Tudományegyetem Gazdaságtudományi Kar, 2020. http://dx.doi.org/10.14232/casep21c.19.

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Present study demonstrates the widely known and debated consumer-brand relationship, particularly focusing on the phenomenon of brand avoidance. However, the traditional consumer researches focus predominantly on the consumer loyalty, the examination of negative consumer-brand relationship is actual. The extant literature on the field brand avoidance is scarce. It is important to discover which factors are the those key elements that cause the brand avoidance. Firstly, if we know these factors we can prevent for more losing consumers. Secondly, nowadays the opinion of consumers is critic for t
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Yalman, İlkay Noyan, and Şerife Merve Koşaroğlu. "Analysis of the Relationship between Consumer Confidence Index and Inflation in Türkiye." In International Conference on Eurasian Economies. Eurasian Economists Association, 2023. http://dx.doi.org/10.36880/c15.02816.

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The course of macroeconomic indicators has an impact on consumers' decisions and expectations. Consumer confidence refers to the tendencies of consumers in the face of economic conditions and the situation regarding the decisions to be taken by other decision units. It is thought that the realized and expected inflation within the economic indicators is important in the consumers' perception of economic developments. Therefore, price stability represents one of the main factors determining consumer decisions regarding income, consumption expenditure and savings. Price stability in Turkey has v
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Im, Hyunjoo, and Garim Lee. "Unraveling Consumer Motivation To Shop Local: Clothing vs. Grocery Stores." In Breaking Boundaries. Iowa State University Digital Press, 2022. http://dx.doi.org/10.31274/itaa.13839.

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Lestari, Lestari, Kristiningsih Kristiningsih, and Wiwik Herawati. "Analysis of the Characteristics of Potential Consumer Based on Motivation, Personality and Lifestyle of East Java Batik Consumer." In Proceedings of the International Conference on Innovation in Research (ICIIR 2018) – Section: Economics and Management Science. Atlantis Press, 2019. http://dx.doi.org/10.2991/iciir-18.2019.25.

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Chung, HoEun, and JungKun Park. "Consumer motivation and site transfer behavior: Weblog analysis for online service." In 2009 IEEE/INFORMS International Conference on Service Operations, Logistics and Informatics (SOLI). IEEE, 2009. http://dx.doi.org/10.1109/soli.2009.5203908.

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Reports on the topic "Consumer motivation"

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Lyu, Jewon, Amrut Sadachar, and Kim Hahn. Does Consumer Innovativeness Matter? An Examination of Multi-Dimensional Consumer Innovativeness Motivation on Intention to Adopt 3D Printed Fashion Products. Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-430.

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Ginder, Whitney, and Wi-Suk Kwon. Why we hop on the Boycotting Bandwagon: Consumer Motivation to Participate in Brand Boycotts on Facebook. Iowa State University, Digital Repository, 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-151.

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Kim, Naeun, and Jin Su. Development of a Conceptual Model to Explore Consumers' Motivations To Collaboratively Consume Fashion. Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-1763.

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Lunn, Pete, Marek Bohacek, Jason Somerville, Áine Ní Choisdealbha, and Féidhlim McGowan. PRICE Lab: An Investigation of Consumers’ Capabilities with Complex Products. ESRI, 2016. https://doi.org/10.26504/bkmnext306.

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Executive Summary This report describes a series of experiments carried out by PRICE Lab, a research programme at the Economic and Social Research Institute (ESRI) jointly funded by the Central Bank of Ireland, the Commission for Energy Regulation, the Competition and Consumer Protection Commission and the Commission for Communications Regulation. The experiments were conducted with samples of Irish consumers aged 18-70 years and were designed to answer the following general research question: At what point do products become too complex for consumers to choose accurately between the good ones
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Lim, Heejin, and Sergio C. Bedford. Maximizing Rewards, Minimizing Clothes: Examining Consumers� Motivations for Building a #capsulewardrobe. Iowa State University. Library, 2019. http://dx.doi.org/10.31274/itaa.8366.

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Zhang, Ruirui, Chunmin Lang, and Baolu Wang. The Motivations to Adopt Eco-fashion Products: were Chinese Consumers Underestimated? Iowa State University, Digital Repository, 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1365.

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Lin, Lu, Yingjiao Xu, and Qiong Tao. Motivational Drivers of Chinese Consumers� Brand Avoidance Behaviors: A Perspective of Sportswear. Iowa State University. Library, 2019. http://dx.doi.org/10.31274/itaa.8472.

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Gopalakrishnan, Sivasankari, Delisia R. Matthews, and Marguerite Moore. A Grounded Analysis of Collaborative Consumption among Apparel Consumers: Identification of Motivations for Engagement. Iowa State University, Digital Repository, 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1501.

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Taljaard, Hanri, Nadine Cynthia Sonnenberg, and Bertha Jacobs. Male Consumers' Motivation and Intent to acquire Eco-friendly Apparel in the South African Emerging Market Context. Iowa State University, Digital Repository, 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1395.

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Lee, Seahee. Consumers' Motivation and Active Participation on Fashion Brand's Social Networking Sites: Moderating Effect of General SNS Usage. Iowa State University, Digital Repository, 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1471.

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