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- Barbopoulos, Isak, 1984, et al.
(författare)
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A multi-dimensional approach to consumer motivation: exploring economic, hedonic, and normative consumption goals
- 2016
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Ingår i: Journal of Consumer Marketing. - : Emerald. - 0736-3761. ; 33:1, s. 75-84
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of the present research is to explore the (multi-) dimensionality of the highly influential gain, hedonic and normative master goals. Despite being important drivers of consumer behavior, few attempts have been made to incorporate these goals into a single measure. Design/methodology/approach - Across three studies, the dimensionality of the gain, hedonic, and normative master goals are explored (Study 1), confirmed (Study 2) and validated (Study 3). Findings - A structure of five distinct sub-goals emerged, which were shown to be related to the original higher-order goals: thrift and safety (related to the gain goal), moral and social norms (related to the normative goal) and instant gratification (related to the hedonic goal). These five dimensions were shown to have satisfactory convergent, discriminant and construct validity. Research limitations/implications - The present research shows that consumer motivation is multi-dimensional, and that a distinction should be made not only between higher-order utilitarian, hedonic and normative determinants but also between their corresponding sub-goals, such as social and moral norms. A multi-dimensional approach to consumer motivation should prove useful in standard marketing research, as well as in the segmentation of consumer groups, products and settings. Originality/value - The emergent dimensions encompass a broad range of research, from economics and marketing, to social and environmental psychology, providing consumer researchers and practitioners alike a more nuanced and psychologically accurate view on consumer motivation.
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| 2. |
- Barbopoulos, Isak, 1984
(författare)
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Seven dimensions of consumption
- 2017
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- This thesis presents the development of the integrative, context-sensitive, and multi-dimensional Consumer Motivation Scale (CMS). The CMS is based on the three higher-order master goals of goal-framing theory: the gain goal (“to guard or improve one’s resources”), the hedonic goal (“to feel better right now”), and the normative goal (“to act appropriately”). Across three articles, nine empirical studies, and various product categories and consumption contexts, the dimensionality and situational variability of the master goals are examined. The emergent goal structure—consisting of the three gain sub-goals Value for Money, Quality, and Safety, the two hedonic goals Stimulation and Comfort, and the two normative goals Ethics and Social Acceptance—is demonstrated to be linked to corresponding consumption behaviors and preferences. The resulting 34-item measure draws on a broad range of research, from economics and marketing to social and environmental psychology, and takes the cognitive, context-dependent, and multi-dimensional nature of motivation into account, providing consumer researchers and practitioners with a more nuanced and psychologically accurate measure of consumer motivation. It should prove useful in standard marketing research, as well as in the development of tailored marketing strategies and the segmentation of consumer groups, settings, brands, and products.
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| 3. |
- Barbopoulos, Isak, 1984, et al.
(författare)
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The Consumer Motivation Scale: A detailed review of item generation, exploration, confirmation, and validation procedures
- 2017
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Ingår i: Data in Brief. - : Elsevier BV. - 2352-3409. ; 13, s. 88-107
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Tidskriftsartikel (refereegranskat)abstract
- This data article offers a detailed description of analyses pertaining to the development of the Consumer Motivation Scale (CMS), from item generation and the extraction of factors, to confirmation of the factor structure and validation of the emergent dimensions. The established goal structure – consisting of the sub-goals Value for Money, Quality, Safety, Stimulation, Comfort, Ethics, and Social Acceptance – is shown to be related to a variety of consumption behaviors in different contexts and for different products, and should thereby prove useful in standard marketing research, as well as in the development of tailored marketing strategies, and the segmentation of consumer groups, settings, brands, and products. © 2017 The Authors
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| 4. |
- Barbopoulos, Isak, 1984, et al.
(författare)
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The Consumer Motivation Scale: Development of a multi-dimensional and context-sensitive measure of consumption goals
- 2017
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Ingår i: Journal of Business Research. - : Elsevier BV. - 0148-2963. ; 76, s. 118-126
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Tidskriftsartikel (refereegranskat)abstract
- The present research describes the development of the multi-dimensional and context-sensitive Consumer Motivation Scale (CMS). Based on an integrative perspective on consumer motivation, studies in economics, marketing, and psychology are reviewed. Three overarching "master goals" are identified - gain, hedonic, and normative - which make up the foundation for the proposed scale. Across three studies, and a variety of consumption contexts, a multi-dimensional goal structure is explored, confirmed, and validated - consisting of the three gain sub goals Value for Money, Quality and Safety; the two hedonic sub-goals Stimulation and Comfort; as well as the two normative sub-goals Ethics and Social Acceptance. The resulting 34-item measure is integrative, multi-dimensional, applicable to a wide range of settings, and takes individual and situational variability into account, and should prove useful in standard marketing research, and for development of tailored marketing strategies and segmentation of consumer groups, settings, or products. (C) 2017 Elsevier Inc. All rights reserved.
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| 6. |
- Johansson, Lars-Olof, 1957, et al.
(författare)
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Deactivating economic motives in green consumption through social and moral salience
- 2020
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Ingår i: Journal of Consumer Marketing. - : Emerald. - 0736-3761. ; 37:3
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Tidskriftsartikel (refereegranskat)abstract
- Purpose This paper aims to examine how social and moral salience influences the activation/deactivation of consumer motives and how this in turn affects costly pro-environmental consumer behavior. Design/methodology/approach In two experiments involving real purchases, it was tested whether social salience (private vs public choice) and moral salience (recall of neutral vs immoral action) lead to the activation of normative motives, and/or the deactivation of economic motives, and whether this facilitated the purchase of a costlier green product. Findings Participants were motivated by both economic and normative motives, and they actively made trade-offs between these motives as the choice environment changed. Green consumption was positively influenced by social and moral salience but only when both salience conditions were present simultaneously. However, salience did not lead to the activation of normative motives, as was expected, but to a deactivation of the motive to save money. This may suggest that while the importance of norms was not altered by salience, the perceived value of the green option likely changed in such a way that participants became more inclined to choose the costlier green option. Originality/value The present research sheds light on how and why social and moral salience influences green consumption. It was demonstrated that social and moral salience influences the tendency to purchase costlier green products, however, only when both are combined. Also, the effects of social and moral salience may not rely on the activation of facilitating social and moral motives but rather on the deactivation of conflicting economic motives.
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| 7. |
- Krath, Jeanine, et al.
(författare)
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Does behaviour match user typologies? An exploratory cluster analysis of behavioural data from a gamified fitness platform.
- 2022
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Ingår i: CEUR Workshop Proceedings. - RWTH Aachen : CEUR Workshop. - 1613-0073. ; , s. 105-114
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Konferensbidrag (refereegranskat)abstract
- A promising solution to increase user engagement in gamified applications is tailored gamification design. However, current personalisation relies primarily on user types identified through self-reporting rather than actual behaviour. As a novel approach, the present study used an exploratory machine learning analysis to identify seven clusters of users in a gamified fitness application based on their behavioural data (N = 19,576). The clusters were then conceptually compared to common user typologies in gamification, identifying possible relationships between behavioural user clusters and user types motivated by achievement, sociability, and extrinsic incentives. The findings shed light on nuanced behaviour patterns of user types in the fitness context and how knowing these patterns can inform the way in which tailored gamification could be implemented to meet the needs of specific types. Thereby, they contribute to the discussion on utilising behavioural data and user typologies for tailored gamification design.
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| 8. |
- Palmquist, Adam, 1983, et al.
(författare)
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AUTOMATON : A Gamification Machine Learning Project
- 2023
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Ingår i: Encyclopedia of Data Science and Machine Learning. - : IGI Global. - 9781799892205 - 1799892204 - 9781799892212 ; , s. 3090-3101
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Bokkapitel (refereegranskat)abstract
- This article displays a design ethnographic case study on an ongoing machine learning project at a Scandinavian gamification start-up company. From late 2020 until early 2021, the project produced a machine learning proof of concept, later implemented in the gamification start-up´s application programming interface to offer smart gamification. The initial results show promise in using prediction models to automate the cluster model selection affording more functional, autonomous, and scalable user segments that are faster to implement. The finding provides opportunities for gamification (e.g., in learning analytics and health informatics). An identified challenge was performance; the neural networks required hyperparameter fine-tuning, which is time-consuming and limits scalability. Interesting further investigations should consider the neural network fine-tuning process, but also attempt to verify the effectiveness of the cluster models selection compared with a control group.
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