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Keywords: Identity-based motivation
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Journal Articles
Daniel Costa Pacheco, Ana Isabel Damião de Serpa Arruda Moniz, Suzana Nunes Caldeira, Osvaldo Dias Lopes da Silva
Young Consumers: Insight and Ideas for Responsible Marketers 1–23.
Published: 19 August 2026
.... It shows that similar live shopping cues are associated with different levels of impulse buying tendency depending on consumers’ parasocial attachment and self-esteem. Using Identity-Based Motivation as a conceptual lens, the article offers an identity-oriented interpretation of why marketplace cues may...
