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Keywords: Shopper motivations
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2018) 22 (2): 270–284.
Published: 24 April 2018
...) and thus, differentiate themselves further from competitors. Human motives (cognitive or affective) are primarily done in search of individual gratification and satisfaction (McGuire, 1974). Shopper motivations tend to be classified as utilitarian and hedonic (Kang and Park-Poaps, 2010). Consumers...
