Disentangle contextual and permanent individual motivations: an application to shopping behavior

Ganael Bascoul, Julien Schmitt, Dina Rasolofoarison

Research output: Unpublished contribution to conferenceAbstract


Past studies resulted in conflicting definitions of consumer motivation. Motivations are seen either as the consumer? s characteristics that shape her general behavior (motivational trait), or as contextual variables representing the reason why the individual is behaving specific to today?s context (motivational state). The objective of this research is to understand the impact of each on consumer behavior. Applied to shopping motivations, our study shows a strong interaction between motivational trait and state: motivational traits influence behavior only when associated with a recreational motivational state. In a functional motivational state, individuals prevent their personal characteristics from being fully expressed.
Original languageEnglish
Publication statusPublished - May 2008
Event37th European Marketing Academy conference - Brighton, United Kingdom
Duration: 27 May 200830 May 2008


Conference37th European Marketing Academy conference
Abbreviated titleEMAC 2008
Country/TerritoryUnited Kingdom


  • shopping motives
  • functional and hedonicshoppers
  • motivational traits and states


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