Skip to main content
Article thumbnail
Location of Repository

Motivational research - passing phrase or permanent feature?

By Barbara Mostyn


In the first draft version of the paper on the Attitude-Behaviour Relationship (30th September, 1975) it was pointed out to readers that despite researchers' emphasis on understanding the "why" of consumer behaviour in order to complete the attitude-behaviour equation, the first paper would not deal with the subject of motivational research. This was because the history and theoretical bases for understanding the place of motivational research in modern psychological amd marketing thinking were significantly different from attitude theories and research techniques to warrant a separate and thorough treatment. Such diverse writers on the attitude-behaviour relationship as the market researchers Bird and Ehrenberg and the philosopher Audi were reported to have concluded their studies by stressing the motivational component as "largely responsible for the behaviour to which an attitude leads and which psychologists are concerned to predict."

Publisher: Cranfield School of Management
Year: 1976
OAI identifier:
Provided by: Cranfield CERES
Download PDF:
Sorry, we are unable to provide the full text but you may find it at the following location(s):
  • (external link)
  • Suggested articles

    To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.