Research on consumer behaviour has revealed that the prospect of reachinga personal value is the virtual buying motive. Bearing this in mind, the researcher, aswell as the marketer, is not only able to observe whether one product is preferred toanother, but also to understand why this product is...

The importance of power is underlined by many scientists who view it as a key behavioral construct. Power distinguishes itself as an effective tool in coordinating and promoting harmonious relationships, solving conflicts, and enhancing performance. An important challenge is to determine what...