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This research aims to reach meaningful insights into fruit consumption motives. The study articulates contextual motives observed through inherent fruit characteristics (i.e. attributes and benefits) with personal motives that transcend the situation (i.e. emotions and cultural values).

This qualitative study used the focus group technique comprising eight groups of eight to 10 subjects (n = 94). The participants were frequent fresh-fruit consumers.

The analysis differentiates contextual motives from transituational ones. Older participants are motivated by taking care of health matters. They value fruit as an expression of their determination to take action and care for others. Younger participants are motivated by the experience of pleasure. Fruits have a hedonic value related to joy, being refreshing and tasteful.

Results serve marketers and decision-makers to better target motivations for fruit consumption enhancement. These motivations could be implemented by communicating specific fruit attributes that respond to short-term needs. In the long run, marketers could create fruit consumption campaigns that respond to deeper consumer values.

Designing fruit consumption campaigns aligned with individuals' motives could effectively strengthen the adoption of a healthy lifestyle. This study is helpful from the aspect of a public-policy approach expected to improve public health.

Consumers' fruit preference transcends tangible product characteristics to motives aligned with their goals, emotions and human values. This path merges two approaches: contextual motivations and the Means-end chain model. The first approach recognises short-term observable product characteristics, whereas the latter works on long-term values.

This paper aims to identify two boundary conditions (consumption motive and claim set-size) affecting the effectiveness of an advertisement’s creativity.

Across two experiments, the authors find support for hypotheses using both hedonic vs utilitarian products (Study 1) and hedonic vs utilitarian decision goals within the same product category (Study 2).

Creativity is more effective for an advertisement when the consumption motive is utilitarian (vs hedonic). Further, using a larger claim set-size within an advertisement increases (decreases) the effectiveness of advertisement creativity for those with hedonic (utilitarian) consumption motives.

This research contributes to the creativity literature by showing when creativity matters depending on the consumption motive and claim set-size. In addition, this research expands the utilitarian vs hedonic consumption literature by highlighting another way in which these two motives differ. Finally, this study expands the claim set-size literature by demonstrating that the effects of claim set-size depend on both consumption motive and features of the ad (i.e. its level of creativity).

These findings help marketers manage their advertising budget more effectively and efficiently knowing when advertisement creativity matters and thus when to invest in creativity.

The present research is the first to explicitly study boundary conditions for when ad creativity matters and shows that creativity matters more (i.e. enhances persuasiveness of the ad and attitudes toward the ad) when the consumption motive is utilitarian, especially when ads have small claim set-size. Additionally, creativity matters for hedonic consumption contexts if the advertisement has a large claim size.

The purpose of this paper is to test whether differences in motives for healthy food consumption stem from differences in cultural dimensions and whether cultural dimensions could serve as predictors for health food consumption motivations.

The study correlated secondary data on motives for healthy food consumption in a number of West European countries to cultural dimensions of those countries. In addition, primary data for prime motives of healthy food consumption were collected for Croatian consumers.

Influence of cultural dimensions was partly confirmed and that only for individualism and assertiveness, while human orientation and uncertainty avoidance showed no correlation to organic food consumption motivation. Croatian consumers display homogeneous collective awareness, i.e. they almost exclusively consider health as prime consumption motive.

Correlation analysis was conducted on a small data set; the units of analysis were not distributed along the whole range of independent variables (cultural dimensions), coding of motives might be too robust. Future research should better tackle the exposed problems and also aim at discovering alternative antecedents that could improve prediction of prevailing motives.

By definition cultural dimensions capture variations in consumers' motives. Because of exposed limitations, the study did not provide full evidence for the conceptual proposal (that healthy food motivation is determined by cultural dimensions). Nevertheless, the conceptual model could serve managers as an initial indicator in predicting motives for healthy food consumption.

This research proposes a relationship between cultural dimensions and consumer motivation, which is an under researched field.

In sports consumer behaviour literature only a small amount of variance in attendance is explained by motives. One possible explanation for this is the existence of a third factor which moderates this relationship between the motives and attendance. Individuals who strongly identify with a sports team demonstrate distinctly different behavioural patterns from weakly identified individuals. Identification may, therefore, serve as a moderator. Accordingly, two hypotheses are generated: (a) the relationship between motives and attendance intention ranges from weak to moderate; and (b) the overarching construct of Identification (Team Identification) moderates the influence of motives on attendance intention. Participants were 207 United States of America National Collegiate Athletic Association (NCAA) Division IA student-subjects. Instrumentation includes measures of motivation, points of attachment and attendance intention. Through hierarchical Confirmatory Factor Analysis, regression analyses and latent variable scores approach, the results largely support both hypotheses.

The present study is an initial attempt to assess the impact of motivators and constraints on individual's intention for sport media consumption. The advancement of sport media consumption has been underlined by the academic literature during the past few years. In fact, one of the most conspicuous concerns that experts in the sport industry face nowadays is the fans' preference to stay home and watch sport events. The objective of this research is to determine the impact of motivations and constraints for individuals' sport media consumption intentions.

A quantitative method was used for the purpose of this study, and a sum of 1,704 fulfilled questionnaires were obtained and analyzed by means of SPSS and AMOS

According to the results, internal and external motivators such as attachment to team, achievement, social, drama, role model and promotion observed to have a considerable impact on participants' consumption intention. Moreover, results pointed out a significant impact of structural and intrapersonal constraints on consumption intention.

The aim of the present research was to analyze the link between the constraints of spectator purposes and actual media consumption. In addition, there is an examination of generation-based factors among the spectators within the scope of possible contrasting aspects, a variable which has not been examined in any previous studies until now.

With the available technological tools, fans are able to access sport products regardless of geographic proximity. Through technology, fans can follow sports teams from other countries. In contrast to previous research focused on the local fan, in this paper we report on a study of a group of distant fans – Chinese National Basketball Association (NBA) fans – as the focal object. The study was guided by three questions: RQ1: what motives drive a distant fan’s involvement with their favorite NBA team? RQ2: are there differences in the motives associated with the different stages of psychological connection among distant fans? RQ3: are there differences in the amount of media consumption at the different stages of psychological connection? The paper aims to discuss these issues.

An online survey was distributed to consumers of a Chinese sports message board to assess the motives of distant fans (n=281) following teams in the NBA, and strength of psychological connection to the NBA based on the psychological continuum model (PCM).

There were significant differences in the motives for following a distant NBA team among the respondents at different stages of psychological connection. Significant differences were also found among Chinese NBA fans at the respective stages regarding media consumption.

This study contributes to the advancement of knowledge regarding sport fandom. It is one of the first studies to include an assessment of the sport consumption motives of distant fans, more specifically, motives influencing Chinese fans’ consumption of the NBA. Utilizing the PCM allows for the segmentation of a specific fan population and to ascertain whether there are differences in the motives and behaviors associated with different stages of an individual’s psychological connection with a team.

This study aims to examine how loneliness, romantic relationship status (single/non-single) and romantic attachment factors (sociosexual orientation index (SOI), satisfaction with current relationship) interactively affect conspicuous consumption.

Five quasi-experimental studies were conducted with different measures of conspicuous consumption across a variety of samples (N = 1189).

Study 1 shows that loneliness increased singles’ but not non-singles’ conspicuous consumption. Study 2A further shows the mediating role of the mating motive amongst singles. Study 2B compared conspicuous and inconspicuous consumption and showed no interaction effect between loneliness and romantic relationship status in the domain of inconspicuous consumption. Studies 3 and 4 tested whether the effects of loneliness on non-singles’ conspicuous consumption were moderated by SOI and satisfaction with current relationship, respectively. Specifically, lonely non-singles with high SOI or low satisfaction with current relationship sought conspicuous consumption, but those with low SOI or high satisfaction with the current relationship avoided conspicuous consumption.

This study did not specifically consider different roots of loneliness (lack of romantic love, friendship or family attachment) between singles and non-singles, which future research should explore.

The findings have implications for both marketers and policymakers regarding marketing campaigns for conspicuous products, support programmes satisfying the specific social attachment needs of different lonely people, etc.

This study identifies a specific social attachment desire of the lonely, namely, romantic motive, by which loneliness influences singles’ and non-singles’ conspicuous consumption in different ways. The findings suggest the value of distinguishing types of loneliness.

Conspicuous consumption and sustainable consumption are commonly understood as being in contradiction with each other. Yet, scholars have recently become increasingly interested in examining positive relationships between these forms of consumption. The purpose of this paper is to conceptualize the synergies and contradictions between sustainable and luxury consumption and proposing whether and how conspicuous motives can foster a shift towards sustainable consumption in newly industrialized countries in general and Egypt in particular.

This paper is a conceptual note, intended as a starting point and acting as an eye-opener regarding the values inherent in both conspicuous and sustainable consumption and the potential influence that conspicuous motivations could have on the latter.

The paper discusses the possibilities for and limitations of conspicuous motives to foster sustainable consumption in newly industrialized countries in the Middle East. The adoption of westernized lifestyles, spreading in Middle Eastern countries, can represent a venue for motivating sustainable consumption behaviours as a means of status distinction. On the other hand, the trickle-down effect and the preconditions of visibility and exclusiveness pose risks on promoting sustainable consumption by addressing conspicuous motives.

The paper suggests that the synergistic interplay between conspicuous and sustainable consumption, as well as barriers and motivations underpinning both constructs, needs to be empirically researched, while factoring in the cultural specifics of the countries under study, as cultural nuances can influence the dynamics of interaction between conspicuous and sustainable behaviours.

Given the salience of the relationship between luxury and sustainable consumption and the focus of most studies on early-industrialized countries, insights regarding the possible influences of conspicuous motives on sustainable consumption in newly industrialized countries are warranted. With the scarcity of research examining the ambiguous relationship between conspicuous and sustainable consumption in newly industrialized countries, this paper contributes by providing insights about the conditions that can help conspicuous motives promote sustainable consumption in newly industrialized countries.

The dual process of thinking between conscious processes and unconscious processes generate a different decision. Thinking consciously produces rational decisions. However, a person’s cognitive limitation makes him or her simplify complex scenarios and think implicitly result in making decision in heuristics or rules of thumbs. This paper aims to evaluate patterns of decision-making relationships and dual motives for home purchasing by first home buyers and family life cycle in Indonesia.

Collecting data was done by distributing questionnaires to home buyers within three years (2013-2016). Further data were processed using ANOVA based on group of dual motives, time for buyer and family life cycle.

The results show that buyers have consumption motives in buying a residence and they behave rational, while investors prefer to buy an apartment and tend to behave heuristics. Dual motives of time for buyers are not significant to decision model. Family life cycle is significant to decision model based on dual motives.

This is an unpublished dissertation study to qualify for graduation.

The purpose of this study is to examine the stages involved in occupational dream pursuit (ODP). In this study, dreams are studied in the context of life-changing, occupational endeavors. The judgment and decision-making that fuels the process and the consumption motives that appear throughout the various stages of the journey are examined through the narratives of individuals living out their career-related dreams.

Open-ended interviews were conducted with individuals who were embarking on a life-changing career attainment experience. The narratives of these informants uncovered psychological, social and behavioral aspects of the dream pursuit process.

Through the informants’ narratives, common themes emerged with respect to the ODP journey, and these themes offered a fluid interpretation of the stages involved in the dream pursuit process: revelation, inciting action, development, maintenance and evolution. At each stage, specific consumption motives and behaviors predominate. These themes, including the consumption, psychological and developmental processes that take place at each stage, are discussed through the narratives of the informants.

This study highlights the role of positive emotions, personal growth, consumption motives and behaviors in ODP.

Dreams give individuals a sense of purpose and being. Although conventional wisdom acknowledges the importance of dream actualization, limited behavioral research has explored the nuances of ODP with regard to decision-making and consumption.