The consequences of unmet needs: the evolving role of motivation in consumer research

Journal of Consumer Behaviour - Tập 3 Số 4 - Trang 375-387 - 2004
J. David Pincus1,2
1Jeremy Pincus: is a Principal of Forbes Consulting Group in Lexington, MA, USA, whose clients include Aetna, Bank of America, Black & Decker, Fidelity Investments, Fleet Bank, PepsiCo, S.C. Johnson Wax, Schering Plough and Wendy's among others. His areas of specialisation include consumer motivation and emotion, customer relationship management and brand equity and extendability. He holds a doctorate in social psychology from the University of Connecticut, and is a Fellow of the Employee Benefit Research Institute (Washington, DC).
2The Forbes Consulting Group Inc, 24 Hartwell Avenue, Third Floor, Lexington, MA 02421, USA

Tóm tắt

AbstractThis paper proposes that dominant theories of human motivation rest on the notion of salient unmet needs. Motivational theories, represented by biological instinct theories (thesis) and social cognitive theories (antithesis), are now showing signs of synthesis within the domain of consumer research. Consumer and marketing research techniques can be made more insightful and actionable by introducing measures of the behavioural and emotional meaning of unmet needs through integration of the key elements of motivation research within a quantitative measurement system. Copyright © 2004 Henry Stewart Publications.

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Thông tin xuất bản

Journal of Consumer Behaviour

Tập 3 Số 4

375-387

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