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Identity-Based Motivation: Constraints and Opportunities in Consumer Research
This commentary underscores the integrative nature of the identity-based motivation model (Oyserman, 2009). We situate the model within existing literatures in psychology and consumer behavior, and illustrate its novel elements with research examples. Special attention is devoted to, 1) how product-...
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| Main Authors: | , , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
2009
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| Assuntos: | |
| Acesso em linha: | https://ncbi.nlm.nih.gov/pmc/articles/PMC2746629/ https://ncbi.nlm.nih.gov/pubmed/20161045 https://ncbi.nlm.nih.govhttp://dx.doi.org/10.1016/j.jcps.2009.05.009 |
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