Abstract
This paper develops and tests a model of purchase motivation. The model asserts that purchase motivation can be predicted by self-congruity and functional congruity. Self-congruity is hypothesized to be mostly determined by value-expressiveness. Functional congruity, on the other hand, is hypothesized to be mostly determined by product utilitarianism.
Whereas the product value-expressiveness part of the model only partially supported the hypotheses, the product-utilitarian part of the model was consistent with the hypotheses.
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© 2015 Academy of Marketing Science
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Johar, J.S., Sirgy, M.J. (2015). Purchase Motivation as a Function of Self-Congruity and Functional Congruity: a Structural-Causal Analysis. In: Crittenden, V.L. (eds) Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13248-8_58
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DOI: https://doi.org/10.1007/978-3-319-13248-8_58
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13247-1
Online ISBN: 978-3-319-13248-8
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