THE INFLUENCE OF CONSUMER MOTIVATIONS ON CONSUMPTION INTENTIONS AND BEHAVIOR

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dc.contributor.advisorHamilton, Rebecca Wen_US
dc.contributor.advisorSrivastava, Joydeepen_US
dc.contributor.authorEspinoza, Francineen_US
dc.contributor.departmentBusiness and Management: Marketingen_US
dc.contributor.publisherDigital Repository at the University of Marylanden_US
dc.contributor.publisherUniversity of Maryland (College Park, Md.)en_US
dc.date.accessioned2009-07-03T05:34:32Z
dc.date.available2009-07-03T05:34:32Z
dc.date.issued2009en_US
dc.description.abstractThis 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.en_US
dc.format.extent814333 bytes
dc.format.mimetypeapplication/pdf
dc.identifier.urihttp://hdl.handle.net/1903/9308
dc.language.isoen_US
dc.subject.pqcontrolledBusiness Administration, Marketingen_US
dc.subject.pquncontrolledbehavioral intentionsen_US
dc.subject.pquncontrolledcertaintyen_US
dc.subject.pquncontrolledconsumer behavioren_US
dc.subject.pquncontrolledgoalsen_US
dc.subject.pquncontrolledmotivationen_US
dc.subject.pquncontrolledproduct valuationen_US
dc.titleTHE INFLUENCE OF CONSUMER MOTIVATIONS ON CONSUMPTION INTENTIONS AND BEHAVIORen_US
dc.typeDissertationen_US

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