Consumer motivation: A developmental self concept approach |
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| Authors: | Terrence V. O'Brien Ph.D. Humberto Tapia Sanchez Ph.D. |
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| Affiliation: | (1) Kansas State University, Kansas, USA;(2) Arizona State University, Arizona, USA |
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| Abstract: | Self theory is reviewed and then operationalized as three modes of the self concept—“actual,” “expected,” and “ideal.” Results support hypotheses concerning agreement across subjects for self concept modes within personality and products and services categories, individual consistency among self concept modes, and developmental directionality over time. |
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