Achievement as Gift and Prestige: Formulating Anticipated Emotion of Others as New Determinant of Consumer Motivation
Emotion is central component of consumer behavior. This concept, that is borrowed from psychology, is now widely and applied studied in marketing. Two major approaches used by marketing researchers are, first, behavior causes emotions and second, emotions cause behavior. In the second approach, mark...
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| Format: | Article |
| Language: | English |
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Universitas Indonesia
2016-06-01
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| Series: | Asean Marketing Journal |
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| Online Access: | http://journal.ui.ac.id/index.php/amj/article/view/4336 |