Psychological determinants of consumer behaviour

Abstract:

The aim of the paper is to describe a method which can be employed in order to find out the psychological motivations underlying people's actions and which was successfully applied in order to understand the psychology of decisions concerning the use of mobile phones. According to the underlying theory people's values influence their attitudes towards products or services and in turn attitudes influence actual behaviour. The method consists of techniques for the statistical measurement of people's values and attitudes and for the analysis of the relations holding among these two psychological variables.

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