Fornerino, Marianela; Jolibert, Alain; Sánchez, Carol M.; … - In: Journal of Business Research 64 (2011) 5, pp. 490-496
Among six major lines of inquiry on motivations, two theories are especially pertinent to consumer behavior studies: values and goals. Several studies show that consumer behavior can be predicted on the basis of values or goals; this study examines which are the stronger predictors by presenting...