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Concept information

... > social science subjects > business and management > marketing (business) > consumer culture > trends in consumer culture > motivation research

Preferred term

motivation research  

Definition

  • in marketing and advertising research, a qualitative investigation of how and why individuals act as they do in making marketplace decisions; an attempt to determine the inner drive and reasons underlying a consumer's marketplace behavior and actions. [Source: Dictionary of Marketing Communications; Motivation Research]

Broader concept

Belongs to group

URI

http://data.loterre.fr/ark:/67375/N9J-BHBWD3PD-M

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