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Motivations

Motivations
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Copyright: 2018
 Pages: 38
 Source title: Utilizing Consumer Psychology in Business Strategy
Source Author(s)/Editor(s): Tevfik Dalgic (University of Texas at Dallas, USA)and Sevtap Unal (Izmir Katip Celebi University, Turkey)
 DOI: 10.4018/978-1-5225-3448-8.ch006

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Abstract

Motivation is a driving force which takes antecedents of the behavior and directs the behavior in a specific way. It is also a process that initiates, guides, and maintains goal-oriented behaviors. It can be said that if we want to understand why consumers buy, we should discover consumers' motivation process. This chapter explores motivation.

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