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Please use this identifier to cite or link to this item: http://hdl.handle.net/1903/9308

Title: THE INFLUENCE OF CONSUMER MOTIVATIONS ON CONSUMPTION INTENTIONS AND BEHAVIOR
Authors: Espinoza, Francine
Advisors: Hamilton, Rebecca W
Srivastava, Joydeep
Department/Program: Business and Management: Marketing
Type: Dissertation
Sponsors: Digital Repository at the University of Maryland
University of Maryland (College Park, Md.)
Subjects: Business Administration, Marketing
Keywords: behavioral intentions
certainty
consumer behavior
goals
motivation
product valuation
Issue Date: 2009
Abstract: 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 an asymmetric effect on judgment certainty and behavioral intentions, depending on the initial recommendation credibility. In a series of three studies, we provide support for the asymmetric 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 when the goal pursuit of buyers and sellers is altered, buyers may be willing to buy for a higher price and sellers may be willing to buy for a lower price.
URI: http://hdl.handle.net/1903/9308
Appears in Collections:Marketing Theses and Dissertations
UMD Theses and Dissertations

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