Abstract
In this paper it is maintained, first, that motivation research is an essential component of consumer behavior research and that in order to understand and predict consumer behavior, we must explore the subconscious. Second, a general behavior model is presented in this paper which proposes that individual motives are related to the subconscious. Finally, eight relatively new and little known motivation research techniques are presented briefly. These techniques are widely used in Europe and need to be publicized more widely in the United States.
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Samli, A.C., Wilkinson, W.C. (2015). The Demise and Revival of Motivation Research: Recent Lessons from Europe. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_95
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DOI: https://doi.org/10.1007/978-3-319-17052-7_95
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