Keywords: Help-seeking motivation
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Journal Articles
European Journal of Marketing (2021) 55 (4): 1203–1226.
Published: 03 December 2020
... Help-seeking motivation McGuire’s Psychological Motives Framework (McGuire, 1999) can identify various cognitive and affective psychological motives that drive or inhibit consumer choices and actions. Specifically, this framework considers what may instigate or terminate compulsive consumption...

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