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Postconsumption Motivation – What Happens after a Need is Satisfied?

Kreuzbauer, R and Chiu, CY (2009) Postconsumption Motivation – What Happens after a Need is Satisfied? Advances in Consumer Research, 36. p. 976.

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This paper reports results from a new research direction called Postconsumption Motivation which tries to study motivational effects after basic social needs have been satisfied through consumption. Based on the theory of optimal distinctiveness we demonstrate that consumers who consume a brand that allows them to satisfy their need for distinctiveness, have an increased desire for being connected to other people. We believe that research in Postconsumption Motivation can help to better understand consumption as a continuing process that does not stop after a need has been satisfied. Our results are based on two strong experimental tests and also provide an explanation for the underlying theoretical framework of this process.

Item Type: Article
Subjects : Marketing
Divisions : Surrey research (other units)
Authors :
Chiu, CY
Date : 2009
Copyright Disclaimer : © 2009 Association for Consumer Research. All Rights Reserved. This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at
Related URLs :
Depositing User : Symplectic Elements
Date Deposited : 16 May 2017 15:38
Last Modified : 24 Jan 2020 15:08

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