The role of self-determination theory in marketing science: An integrative review and agenda for research
Abstract
The marketing literature is replete with the repeated use of traditional theories of behaviour, such as ‘the consumer decision model,’ the ‘theory of buyer behaviour,’ the ‘theory of reasoned action,’ the ‘theory of planned behaviour,’ and ‘the model of goal-directed behaviour.’ The conclusions and criticisms that are drawn from these theories stem from the many ways in which these theories are applied, which reduces the efficiency of these...
Paper Details
Title
The role of self-determination theory in marketing science: An integrative review and agenda for research
Published Date
Feb 1, 2019
Journal
Volume
37
Issue
1
Pages
29 - 44
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Notes
History