Measures dominant motivations underlying shopping behaviour across seven types — going beyond hedonic/utilitarian to capture role-based, social, and power motivations. Identifies the economic consumer (utility-focused), personalising consumer (relationship-focused), and ethical consumer (values-focused) among others. Used to segment shoppers and design targeted retail experiences.
Westbrook, R.A., & Black, W.C. (1985). A motivation-based shopper typology. Journal of Retailing, 61(1), 78–103.
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