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• W46512978 abstract "Title of Document: THE INFLUENCE OF CONSUMER MOTIVATIONS ON CONSUMPTION INTENTIONS AND BEHAVIOR Francine da Silveira Espinoza, Doctor of Philosophy, 2009 Co-Directed By: Professor Dr. Rebecca Hamilton and Professor Dr. Joydeep Srivastava, Department of Marketing This Dissertation comprises two essays that investigate how consumers’ different motivations affect their cognitive responses and consumption behavior. Essay 1 shows that consumers’ motivation to rely on their own opinion and correct their judgments for the influence of a product recommendation moderates source credibility effects on judgment certainty and behavioral intentions. Building upon earlier research showing that correction may decrease judgment certainty, we propose that, contrary to this unidirectional effect, correction has a bidirectional effect on judgment certainty and behavioral intentions, depending on the initial recommendation credibility. In a series of three studies, we provide support for the bidirectional effect of correction and show that when consumers correct for the influence of a high credibility recommendation, their judgment certainty and behavioral intentions decrease, but when they correct for the influence of a low credibility recommendation, their judgment certainty and behavioral intentions increase. Essay 2 examines the influence of consumers’ motivations on product valuation and proposes that while buyers are intrinsically motivated to minimize what they are giving up, sellers are intrinsically motivated to maximize what they are getting. These differential goals lead to a discrepancy in product valuation of buyers relative to sellers. In a series of five studies, we provide support for the motivated valuation explanation for the disparity between buying and selling prices and show that altering the goal pursuit of buyers and sellers moderates the price disparity effect. THE INFLUENCE OF CONSUMER MOTIVATIONS ON CONSUMPTION INTENTIONS AND BEHAVIOR" @default.
• W46512978 created "2016-06-24" @default.
• W46512978 creator A5084438294 @default.
• W46512978 date "2009-01-01" @default.
• W46512978 modified "2023-09-27" @default.
• W46512978 title "THE INFLUENCE OF CONSUMER MOTIVATIONS ON CONSUMPTION INTENTIONS AND BEHAVIOR" @default.
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• W46512978 hasPublicationYear "2009" @default.
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