CORRELATION OF MOTIVES AND VALUES WITHIN CONSUMPTION

Batkoska, Liljana (2016) CORRELATION OF MOTIVES AND VALUES WITHIN CONSUMPTION. In: INCOSES2016, Ohrid.

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Abstract

In this paper I have made a descriptive and empirical elaboration of the significance of the correlation of motives and values within consumption. The research carried out attempts to prove that advertising contents consumer behavior arousing motives, planning consumption will be more successful. This was carried out having into consideration the existing scientific knowledge, theories and psychological awareness of motivation and values personal range, as a very complex psychodynamic process, but considering scientific knowledge about the mutual relationship between consumer behavior and advertising strategy. A complex dynamic process was implemented influenced by two groups of variables: (1) consumer motives, and (2) consumer value orientation. Consumption will be more successful if there is a feed-back mechanicm between the presented variables incorporated in the sale and advertising process. Key words: motives, values, consumption, consumer behavior, advertising.

Item Type: Conference or Workshop Item (Paper)
Subjects: Scientific Fields (Frascati) > Social Sciences > Psychology
Divisions: Faculty of Tourism and Hospitality
Depositing User: Mr Bojan Sekulovski
Date Deposited: 24 Oct 2017 10:00
Last Modified: 06 Nov 2017 07:43
URI: http://eprints.uklo.edu.mk/id/eprint/598

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