The Role of Consumer Inspiration in Marketing
In the midst of digitalization, a polarization has developed between autonomous and proactive consumers and those who prefer altruistic and accidental consumption. Consumers who prefer accidental consumption seek context-dependent, instantaneous consumption, and unpredictable, impulsive satisfaction...
Main Author: | Hiroharu Ochihara |
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Format: | Article |
Language: | Japanese |
Published: |
Japan Marketing Academy
2023-01-01
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Series: | Maketingu Janaru |
Subjects: | |
Online Access: | https://www.jstage.jst.go.jp/article/marketing/42/3/42_2023.008/_html/-char/en |
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