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Symbolic and Affective Motivations Involved in the Purchase Decisions of Consumers

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  • Madalina Balau

    (Danubius University of Galati, Romania)

Abstract

The psychological motivations of consumers’ purchases have started to gain more and more attention from various researchers from psychology to sociology and economy. Yet there are many steps needed for the progress of the understanding this less rational part of the consumers’ choices. This paper aims to identify in the literature a theoretical model that could be further used in identifying and measuring the affective and symbolic motivations for the Romanian consumers. For this purpose we studied literature from social psychology that is of interest for economic and business studies, and we have identified the model of Dittmar (2008) as a suitable framework for our purpose. We further found some empirical applications of this model that encourage its application in empirical testing, and also provide interesting insights on consumers.

Suggested Citation

  • Madalina Balau, 2012. "Symbolic and Affective Motivations Involved in the Purchase Decisions of Consumers," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 5(5), pages 56-64, October.
    • Handle: RePEc:dug:actaec:y:2012:i:5:p:56-64
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    File URL: http://journals.univ-danubius.ro/index.php/oeconomica/article/view/1471/1315
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    References listed on IDEAS

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    1. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    2. Richins, Marsha L, 1991. "Social Comparison and the Idealized Images of Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 71-83, June.
    3. Dittmar, Helga & Drury, John, 2000. "Self-image - is it in the bag? A qualitative comparison between "ordinary" and "excessive" consumers," Journal of Economic Psychology, Elsevier, vol. 21(2), pages 109-142, April.
    4. Madalina ARITON (BALAU), 2012. "The Influence of Motivational Factors on the Romanian Passenger Car Consumer Behavior after the Start of the Current Economic Crisis – an Explorative Study," EuroEconomica, Danubius University of Galati, issue 1(31), pages 25-31, February.
    5. Steg, Linda, 2005. "Car use: lust and must. Instrumental, symbolic and affective motives for car use," Transportation Research Part A: Policy and Practice, Elsevier, vol. 39(2-3), pages 147-162.
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