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2020, Suhe, Selected by Jay Lee Kim is a document available to read on EtoBox.
What is 2020, Suhe, Selected about?
The article explores how motivations for unplanned purchases vary during a shopping trip, influenced by the personality trait of buying impulsivity. Through field studies and online experiments, it demonstrates that consumers shift between internal (intrinsic) and external (extrinsic) motivations as they satisfy their initial desires, impacting their purchasing behavior and responses to marketing messages. The findings provide insights for enhancing shopper marketing strategies by tailoring communications t
- Author
- Jay Lee Kim
- Language
- EN