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Pursuing Attainment versus Maintenance Goals: The Interplay of Self-Construal and Goal Type on Consumer Motivation

This research examines how self-construal (i.e., independent vs. interdependent) and goal type (i.e., attainment vs. maintenance) are conceptually linked and jointly impact consumer behavior. The results of five experiments and one field study involving different operationalizations of... Full description

1st Person: Yang, Haiyang
Additional Persons: Stamatogiannakis, Antonios; Chattopadhyay, Amitava
Source: in Journal of consumer research : JCR ; an interdisciplinary bimonthly Vol. 42, No. 1 (2015), p. 93-108
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Type of Publication: Article
Language: English
Published: 2015
Online: Volltext
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