Consumer Goals and Motivation
In this chapter, we review recent theories and findings on consumer goals and motivation against the backdrop of foundational works. We start with a discussion of how consumers initiate goal pursuit. Next, we examine the factors that help consumers stay motivated in the face of internal and external obstacles, and what happens once consumers attain their goals. We then explore research on how consumers’ goal pursuit interacts with the surrounding social world. Finally, we suggest some broad areas for future inquiries on consumer goals and motivation.
Jessica Gamlin, Rima Toure-Tillery
Gamlin, Jessica, and Rima Toure-Tillery. 2022. Consumer Goals and Motivation.