Motivation and Goals
Motivation and Goals
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DOI：
10.1002/9781444316568.wiem03043
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发表时间：
2010-12
期刊：
影响因子：
--
通讯作者：
Hans Baumgartner;Rik Pieters
中科院分区：
文献类型：
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作者：
Hans Baumgartner;Rik Pieters
消费者动机涉及消费者为什么做他们所做的事情的问题。我们回顾了先前关于消费者动机的研究，重点关注目标在消费者行为中发挥的核心作用。我们首先讨论目标的结构方面，包括需求层次结构和价值类型、产品自我关系和目标的分层手段-最终概念化以及购买动机的分类。然后，我们考虑目标设定和目标奋斗来描述目标追求的动态。传统上，这两个过程被视为有意识的过程，在这个过程中，人们故意选择一个目标，然后努力实现它。最近的研究表明，目标追求也可以在无意识的情况下发生，并且有意识和无意识的目标追求都被考虑在内。关键词：动机；目标；目标追求；目标设定；目标奋斗
Consumer motivation deals with the question of why consumers do the things they do. We review prior research on consumer motivation, focusing on the central role played by goals in consumer behavior. We first discuss structural aspects of goals, including need hierarchies and typologies of values, hierarchical means-end conceptualizations of product-self relationships and goals, and a classification of purchase motives. We then describe the dynamics of goal pursuit, considering both goal setting and goal striving. Traditionally, these two processes have been viewed as conscious processes in which people deliberately select a goal and then strive to attain it. More recently, research has shown that goal pursuit can also occur without conscious awareness, and both conscious and nonconscious goal pursuit are considered. Keywords: motivation; goals; goal pursuit; goal setting; goal striving