Behavioral Science Foundations for Global Marketing Research and Practice: The Model of Goal-Directed Behavior
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DOI: 10.1080/08911762.2024.2386970
Abstract: Abstract Consumer research in global marketing boasts a number of important variables: values (Schwartz’s concepts; Hofstede’s framework), heuristics (decision rules), identity (global and local, cosmopolitanism), and personality/self-concept (ethnocentrism, conspicuous consumption, materialism). A shortcoming of this… read more here.
Keywords: model goal; research; directed behavior; global marketing ... See more keywords
Understanding Mutual Fund Investors’ Behaviour Using an Extended Model of Goal-directed Behaviour
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DOI: 10.1177/09721509241224020
Abstract: The study explores and understands the behavioural process followed by individual investors who choose or do not choose to invest in mutual funds (MFs) employing the extended model of goal-directed behaviour (MGB). The study design… read more here.
Keywords: model goal; desire invest; directed behaviour; extended model ... See more keywords