Abstract
Integrating the expectancy-value and consistency approaches, a theory of acquisition motivation is presented. The theory considers acquisition behavior as determined by the resultant of approach and avoidance tendencies. These tendencies are further analyzed into a resultant extrinsic tendency and a resultant intrinsic tendency to acquire an object. A pilot investigation which yields empirical support for the theory is reported. Finally, the implications of the theory for marketing strategy are discussed.
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Malhotra, N.K. (2015). A Theory of Acquisition Motivation and a Pilot Investigation. In: Bellur, V. (eds) Marketing Horizons: A 1980's Perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10966-4_12
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DOI: https://doi.org/10.1007/978-3-319-10966-4_12
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