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| Topic: |
Business
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| Number of pages / Number of words: |
5 / 1184 |
Essay's paper body
For example, if time saving is a consumer's primary important goal, the motivation to save time emerges as the dominant motivational energy. However, very often, several motivations are involved in a goal-directed behaviour that do not necessarily serve to achieve the same goal. Here, we hypothesize that consumers would compare the valence and cost of different goals and consequently choose the more important goal...
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For example, if a consumer wants to buy a good quality product and at the same time wants to save money, two motivations emerge, involving the desire for a quality product and the desire to save money. However, since quality products are usually expensive, the consumer has a difficult decision to make regarding how much money to invest in such a product...
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