Barbopoulos, Isak; Johansson, Lars-Olof - In: Journal of Consumer Marketing 33 (2016) 1, pp. 75-84
Purpose – The purpose of the present research is to explore the (multi-) dimensionality of the highly influential gain, hedonic and normative master goals. Despite being important drivers of consumer behavior, few attempts have been made to incorporate these goals into a single measure....