Consumer motivation: A developmental self concept approach |
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| Authors: | Terrence V O'Brien PhD Humberto Tapia Sanchez PhD |
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| Institution: | (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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