Motives for purchase decision-making: combining attribution and functional approaches

The motivations which lead to consumer decisions have been given relatively little research attention, since motivations are difficult to quantify. The four part typology developed by Katz,¹ when combined with self-perceived attributions, provides a useful method of examining the motivational underpinnings of consumer-purchase decisions. This study involved an experimental design to evaluate self perceptions of the four functional motives—ego defensive, value expressive, knowledge and utilitarian. A sample of 105 undergraduate students attributed their use or purchase for each of 52 items to one of the four functional motives. Using these responses as self-perception attributions, two research questions were examined: (i) would the four part typology be useful in explaining self-perceptions of past behaviour? and (ii) would one function of the typology dominate these reports for each item? An across-subject analysis suggested the four part typology could be meaningfully employed within a self-perception context. However, one functional motive dominated attributions for only six of 52 items. Since motivations and consumer behaviour are clearly linked, this research offers a method of providing additional insight into that linkage. The paper concludes with further research possibilities that integrate the functional motive approach and self-perception attributions.     

THE IMPACT OF INFLATION ON PRICES RECEIVED AND PAID BY GREEK FARMERS

This paper investigates empirically the impact of inflation on the terms of trade, prices received and paid, for Greek farmers in the period 1967–87. According to conventional theory, inflation can have a non-neutral effect if it is unanticipated and if prices received and paid by farmers exhibit different degrees of flexibility. However, in the case where prices are administered, inflation neutrality depends on government's policy objectives and ability to adjust prices of inputs and outputs to the rate of inflation. The empirical investigation undertaken in this study shows that pricing policies implemented by the Greek government have resulted in neutralising the impact of inflation on the terms of trade for Greek farmers. Furthermore, the observed significant variability of the terms of trade can be attributed solely to real demand and supply factors.