Thursday, March 19, 2015

Pursuing Attainment versus Maintenance Goals: The Interplay of Self-Construal and Goal Type on Consumer Motivation

YANG Haiyang, STAMATOGIANNAKIS Antonios, CHATTOPADHYAY Amitava
Pursuing Attainment versus Maintenance Goals: The Interplay of Self-Construal and Goal Type on Consumer Motivation Journal of Consumer Research (forthcoming)