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Keywords: Consumer goals
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2016) 33 (1): 75–84.
Published: 11 January 2016
.... The aim of the present research is to establish an integrative and multi-dimensional measure of consumer goals, which takes not only the utilitarian and hedonic master goals into account but also the normative goal. The three master goals are purposefully chosen as a point of departure for this measure...
