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(Web Appendix W1)
Table 1Basic psychological needs theory and consumer behaviour constructs in the literature
Autonomy, Competence, and Relatedness
Basic Psychological Needs Theory
Consumer Behavior Constructs
Independent variable +++++++++++++
1. Student satisfaction2. Student’s satisfaction3. Celebrity attachment4. Perceived usefulness, service confirmation & intrinsic motivation5. Attachment strength6. Life satisfaction7. Customer stewardship control8. Self-service technologies adoption intention9. Attachment strength 10. Experience of enjoyment and behavioral intentions11. Celebrities attachments 12. Brand co-creation13. Motivation to produce user-generated content
Mediating variable +++++
1. The integrated motivation for energy-saving2. Customer value3. Users’ satisfaction with social network sites4. Brand attachment5.WTP a premium and WOM
Moderating variableDependent variable Other ++Total Studies 20Note: Key: + = Particular theory’ construct (s) used once as independent, mediator, or moderating variable, ++ = used twice independent, mediator, or moderating variable, +++ = used thrice independent, mediator, or moderating variable, and so on.
(Web Appendix W2)
Table 2Goal contents theory and consumer behaviour constructs in the literature
Intrinsic and Extrinsic Goals
Goal Contents Theory Consumer Behavior Constructs
Independent variable ++++++
1. Luxury brand preference2. Customers motivation3. Actual and anticipated satisfaction4. Compulsive buying propensity5. Goods necessities6. Brand engagement in self-concept
Mediating variable Moderating variableDependent variable
Other + 1. Development and validation of the intrinsic & extrinsic goals scale
Total Studies 7Note: Key: + = Particular theory’ construct (s) used once as independent, mediator, or moderating variable, ++ = used twice independent, mediator, or moderating variable, +++ = used thrice independent, mediator, or moderating variable, and so on.
(Web Appendix W3)
Table 3Cognitive evaluation theory and consumer behaviour constructs in the literature
Intrinsic and Extrinsic Motivation
CognitiveEvaluation
TheoryConsumer Behavior Constructs
Independent variable +++
1. Conspicuous consumption behavior2. Customer engagement, consuming intention, satisfaction, affective commitment, and trust3. Intention to share m-coupons in social network sites
Mediating variable +++1. Internet usage2. Online shopping intention3. Recommending behavior
Moderating variable +++ 1. Customers purchase orientation and loyalty2. Brand attachment
Dependent variable Not applicable + 1. Segmenting the grey marketTotal Studies 10Note: Key: + = Particular theory’ construct (s) used once as independent, mediator, or moderating variable, ++ = used twice independent, mediator, or moderating variable, +++ = used thrice independent, mediator, or moderating variable, and so on.
(Web Appendix W4)
Table 4Organismic integration theory and consumer behaviour constructs in the literature
Intrinsic, Identified, Introjected, and
External Regulations
Organismic Integration
TheoryConsumer Behavior Constructs
Independent variable +++1. Goal perseverance2. Service quality, positive & negative emotions3. Brand passion
Mediating variable + 1. Customer loyaltyModerating variable + 1. Intention to adopt transformative servicesDependent variable Other + Development and validation of a scale.Total Studies 6Note: Key: + = Particular theory’ construct (s) used once as independent, mediator, or moderating variable, ++ = used twice independent, mediator, or moderating variable, +++ = used thrice independent, mediator, or moderating variable, and so on.
(Web Appendix W5)
Table 5Causality orientations theory and consumer behaviour constructs in the literature
Autonomous and Controlled Motivation
Causality Orientations
TheoryConsumer Behavior Constructs
Independent variable ++++
1. Loyalty intentions2. Enduring involvement3. Energy-saving intention and behavior4. Brand Attachment
Mediating variable + 1. Perceived ease of use in prior e-commerce experiencesModerating variable + 1. Purchase intention and loyaltyDependent variable OtherTotal Studies 6Note: Key: + = Particular theory’ construct (s) used once as independent, mediator, or moderating variable, ++ = used twice independent, mediator, or moderating variable, +++ = used thrice independent, mediator, or moderating variable, and so on.
(Web Appendix W6)
Table 6 Overview of studies on the cognitive evaluation theory in marketing science
Author/Year Study Context
Research Methodology
SDT Constructs
Used
SDT Constructs
Used As
Consumer behavior
constructsFindings
Carrigan (1998)Sports Goodsconsumption
s
Content analysis(UK)
Intrinsic and extrinsic
motivationN/A Segmenting the
grey market
Segmented the consumers over 50’s on their intrinsic and extrinsic motivations
Teo, Lim, & Lai (1999)
Internet usage
(Survey)N = 1370
OLS hierarchical multiple
regressions(Singapore)
Intrinsic and extrinsic
motivationMediator Internet Usage
Consumers are extrinsically motivated to use the internet
Shang, Chen, & Shen (2005)
Online shopping
(Survey)N = 523
SEM(Taiwan)
Intrinsic and extrinsic
motivationMediator Online shopping
intention
An intrinsic motivation is more important than extrinsic in online shopping.
Cadwallader et al. (2010) Service
(Mixed method)
N = 328 (sales and service
employees)N = 13 (interviews
Managers)SEM
(USA)
Autonomy, Amotivation, Intrinsic, and
extrinsic motivation
Mediator
Employee Participation in Implementation: Recommending
Behavior
When employees perceive their work to be characterized by an increased degree of autonomy and are intrinsically motivated, they are open to innovation and change
Truong & McColl (2011)
Branding/luxury goods
(Survey)
N = 587 consumers;
SEM(France)
Intrinsic motivation
Independent variable
Conspicuous consumption
behavior
Consumers who are mainly motivated by intrinsic values are more likely to avoid purchasing luxury goods
Meyer-Waarden, Benavent, &
Castéran (2013)
Retail grocery chains
(Survey)
N = 2001N = 1925
SEM(France)
Intrinsic and extrinsic
motivationModerators
Customers purchase orientation and
loyalty
Intrinsic and extrinsic motivations as a contemporary way to enhance customers purchase orientation and loyalty.
Proksch, Orth, & Cornwell, (2015) Branding
(Survey)
N = 255N = 505
(Australian) students;
moderated mediation(Australia)
Intrinsic and extrinsic
motivationModerators Brand attachment
The results of moderated mediation show that the effect mediated through anticipated emotion is stronger under conditions of high extrinsic and low intrinsic motivation, and when individual attachment anxiety is low.
Kim & Drumwright
(2016)
Social Media (Experiment)N = 316
MANCOVA
Intrinsic and extrinsic
motivation
Independent variable
Customer Engagement, consuming
The results of the study reveal that consumers’
ANCOVAs
(USA)
intention, satisfaction,
affective commitment, and
trust
perceived social relatedness moderates the effects of consumer motivation (e.g., Intrinsic and extrinsic motivation) on engagement, consuming intention, satisfaction, affective commitment, and trust.
Tang, Zhao, & Liu, (2016)
Social network sites
(SNSs).
(Survey)N = 247
SEM(China)
Intrinsic and extrinsic
motivation
Independent variable
Intention to sharem-coupons in SNSs
Both intrinsic and extrinsic motivations as prominent factors for mobile coupon sharing of customers.
Meyer-Waarden (2013)
Service(Airline)
Survey N =237France
Intrinsic and extrinsic
motivation
Moderating variable Loyalty
Intrinsic (extrinsic) rewards motivate customers toact to obtain a benefit within (apart from) the target of their purchase orientation and influences loyalty positively (have a low impact on loyalty).
(Web Appendix W7)
Table 7 Overview of studies on the organismic integration theory in marketing science
Author/Year Study Context Research Methodology
SDT Constructs
Used
SDT Constructs
Used As
Consumer behavior
constructsFindings
Morse & Peloso (2003)
(Conference paper)
General Education
(Survey)
N = 217hierarchical
multiple regression(Australia)
Intrinsic, identified,
introjected, and external
regulation
Independent variable
Goal perseverance
Students, who pursue high involvement goals for its inherent pleasure and future value, are more likely to persevere and be committed to the goal than those who pursue goals to satisfy external expectations.
Malhotra (2004)(Conference
paper)
Service(CRM in
Professional patient care)
(Survey)
N = 151EFA
(USA)
Internal, introjections, and external regulation
N/A N/A
Theoretical conceptualization and empirical validation of psychological self-determination construct
Lin, Tsai, & Chiu (2009)(Empirical
Paper)
Service (skin care and beauty salon?
(Survey)
N = 207 part-time students
SEM(Taiwan)
Intrinsic, identified,
introjected, and external
regulation
Mediator Customer Loyalty
Loyalty is positively influenced by both intrinsic regulation and identified regulation, while introjected regulation and external regulation are insignificantly related to loyalty.
Wunderlich et al. (2013)(Empirical
Paper)
Service (transformative services in the
energySector)
(Survey)N = 462 users and N = 537 nonusers of
home energy management
servicesSEM & t-test
(Germany)
Internal and external
perceived locus of causality
ModeratorIntention to adopt
transformative services
Extrinsic motivations tend to be more relevant for nonusers than for users
White (2015)(Empirical
Paper)
Service(higher
education sector)(Survey)
NT1 = 287 and NT2 = 143Australia
Internal, introjected, and
external regulation
Independent variable
Service quality, positive & negative
emotions,
Each motivation type played a unique and important role in influencing the antecedents of satisfaction, namely, positive and negative emotions and perceptions of service quality. Motives associated with higher levels of autonomy were consistently stronger predictors of positive emotions and service
quality.
Gilal et al., _2018)
(Empirical Paper)
Branding
(Survey)
NT1 = 553Pakistani
SEM(Pakistan)
Intrinsic, identified,
introjected, and external
regulation
Independent variable Brand passion
When intrinsic motivation and the three types of extrinsic motivation (identified, introjected, and external) were assessed, external motivation was found to have the greatest effect on consumer brand passion.
(Web Appendix W8)
Table 8Overview of studies on the causality orientations theory in marketing science
Author/Year/Paper type Study Context Research
Methodology
SDT Constructs
Used
SDT Constructs
Used As
Consumer behavior
constructsFindings
Dholakia (2006)(Empirical
Paper)
Service(Financial services
firm)
(Mixed method)NStudy1 = 300NStudy2 = 273NStudy3 = 380NStudy4 = 2335
ANOVA(USA)
Customers self-determination Moderator
Purchase intention and
loyalty
Customers who join the firms autonomously could exhibit higher purchase intention and loyalty, and the reminder coupons undermine motivations of self-determined customers
Herzog, Morhart, &
Reinecke (2007)(Conference
Paper)
Service
(Survey)Sample size not
mentioned,Student sample(Switzerland)
Autonomy-supportive
climate,autonomy supportive
administration
Independent variable
Loyalty intentions
Autonomy-supportiveAdministration and climate have a positive effect on customer loyalty
McGinnis, Gentry & Gao
(2008)(Empirical
Paper)
Service (Golf)
(Survey)
N = 766undergraduate
collegestudents
SEM(USA)
Flow or autonomous motivation
Independent variable
Enduring involvement
Autonomous/flow service experiences create immersive, enhanced, enduring involvement with service.
Sun, Tai, & Tsai (2010)
(Empirical Paper)
Service(Internet-based e-
commerce)
(Survey)N = 290
consumers
SEM(USA)
Consumer self-determination
Mediating variable
Perceived ease of use in prior e-
commerceexperiences
Consumer self-determination significantly mediates the relationship between need for arousal and perceived ease of use
Webb et al., (2013)
(Empirical Paper)
Energy-saving
(Survey)N = 200
consumers living in an Australian
citySEM
(Australia)
Autonomous and control motivation
Independent variable
Energy-saving intention and
behavior
self-determined motivations as stronger forms of behavioral regulation and predictor of behavior.
Hung & Lu (2018)
(Empirical Paper)
Branding (Survey)N = 507 Car consumers
(partial least squares path modeling)
(Taiwan)
Autonomous and control motivation
Independent variable
Actual purchase behavior, &
WOM
Positive emotions(the rosy side) of the brand attachment is a more effective predictor of brand repurchasing intentions and word‐of‐mouth behaviours
that are negative emotions (the blue side) of brand attachment.
(Web Appendix W9)
Table 9 Overview of studies on the basic psychological needs theory in marketing science
Author/Year/Paper type Study Context Research
MethodologySDT Constructs
Used
SDT Constructs
Used As
Consumer behavior constructs Findings
Binney, Kennedy, & Hall
(2004)Conference
Paper
Marketing education
(Mixed method)N = 366 students.
MANOVA, ANOVA
(Canada)
Control, competence, and caring
Independent variable Student satisfaction
Psychological needs satisfaction of many students is not being fully realized. Thus, more autonomous teaching styles lead to higher need satisfaction and increased course enrollment.
Madden-Hallet, Hall, & Binney
(2006)(Empirical
Paper)
Marketing education
(Mixed method)
N = 441Students,
MANOVA, ANOVA
(Australia)
Control and caring Independent variable Student satisfaction
Thomson (2006)(Empirical
Paper)Branding
(Mixed method)
NStudy1 = 164NStudy2 = 25
students interviews
Nstudy3 = 107
SEM(USA)
Autonomy, competence, and relatedness needs
Independent variable Celebrity attachment
When a human brand enhances a person's feelings of autonomy and relatedness and does not suppress feelings of competence, the person is likely to become more strongly attached to it.
Sørebø et al., (2009)
(Empirical Paper)
Teachers’ utilization of e-
learning technology
(Survey)
N = 430 teachers
SEM(Norway)
Autonomy, competence, and relatedness needs
Independent variable
Perceived usefulness),
confirmation of pre-acceptance
expectations and intrinsic motivation
Basic psychological needs and intrinsic motivation can be useful for predicting teachers’ e-learning continuance intentions.
Jillapalli & Wilcox (2010)
(Empirical Paper)
Marketing education
(Survey)
N = 228 marketing students
SEM(USA)
Autonomy, competence, and relatedness needs
Independent variable
Stronger attachments
When professors satisfy students’ basic psychological needs, students form stronger attachments, trust their professors more, are more satisfied with the educational experience and
are willing to advocate their professor as a brand
Martin & Hill (2012)
(Empirical Paper)
Consumption
(Survey)
N = 77,646Hierarchical
linear modeling
(USA)
Autonomy and relatedness needs
Independent variable Life satisfaction
Relatedness and autonomy have strong significant positive effects on individual life satisfaction and showed that greater psychological need fulfillment in the form of autonomy and relatedness promote greater life satisfaction and increase individual well-being
Schepers et al. (2012)
(Empirical Paper)
Service
(Mixed method)
NStudy1(T1) = 262NStudy1(T2) = 132NStudy2 = 2234
SEM(Netherlands)
Employees team autonomy,
competence, and relatedness
Independent variable
Customer stewardship control
(CSC)
Team autonomy and competence associated strongly with CSC and, in turn, encourages employees to share responsibility for their performance toward customers, rather than shifting liability to supervisors.
Leung & Matanda (2013)
(Empirical Paper)
Retailing (supermarket self-checkout)
(Survey)
N = 361SEM
(Australia)
Autonomy, competence, and
perceived anonymity,
Independent variable
Self-servicetechnologies
adoption intention
Autonomy, competence, and perceived anonymity are related to adoptions of self-service technologies.
Sweeney et al., (2014)
(Empirical Paper)
Energy-saving
(Survey)
N = 696 households
SEM(Australia)
Autonomy, competence, and
relatedness
Mediating variable
The integrated motivation for energy-saving
Consumer autonomy, relatedness, and competence mediate the relationship between positive WOM messages and integrated motivation for energy-saving.
Loroz & Braig (2015)
(Empirical Paper)
Branding(Oprah brand)
(Mixed method)
NStudy1 = 12 Oprah fans
women(interview)
NStudy2 = 138 residing in the
UnitedStates.(SEM)
Autonomy, competence, and
relatedness
Independent variable
Attachment strength Measures of all three ARCdimensions are significant predictors of attachmentstrength
(USA)
Gong, Choi, & Murdy (2016)
(Empirical Paper)
Service
(Survey)
N = 103business
customer-supplier dyads in South Korea(bootstrapping with mediation and moderation
(South Korea)
Customer self-determination (Autonomy,
competence, and relatedness)
Mediating variable Customer value
Customer self-determination mediates the relationship between customer value creation behavior and customer value.
Huang et al. (2016)
(Empirical Paper)
Tourism(destination marketing)
(Experiment)
N = 186 participants
SEM(Taiwan)
Autonomy, competence, and
relatedness
Independent variable
Experience of enjoyment and
behavioralintentions
Autonomy and relatednessare significantly associated with the experience of enjoyment and behavioralintentions
Ilicic, Baxter, & Kulczynski
(2016)(Empirical
Paper)
Branding
(Survey)NStudy1 = 250NStudy2 = 167
Australia
Autonomy and relatedness
Independent variable
Consumers’ attachments to
celebrities
Autonomy and relatedness needs aroused by celebrities become less influential in older consumer attachment to celebrities and strengthen younger adult consumers’ attachment to celebrities
Hsieh & Chang (2016)
(Empirical Paper)
Branding
(Mixed method)N = 10
interviewsN = 300
SEM(Taiwan)
Autonomy, competence, and
relatedness
Independent variable Brand co-creation
Autonomy, competence, and relatedness facilitate consumer motivations to participate in brand co-creation campaigns and these motivations facilitate the establishment of brand co-creation engagement.
Wang & Li (2016)
Social media (Facebook)
(Survey)
N = 221 students
Regression analysis(USA)
Relatedness needs satisfaction
Mediating variable
Users’ satisfaction with social network
sites (SNS)
Relatedness need significantly mediate the relationship between trust and users' satisfaction with SNS
Wang & Li (2017)
Social media (Survey)
N = 203 ChineseN = 206
USAPLS (regression
analyisis0
Autonomy, competence, and
relatedness
Independent variable
Motivation to Produce User-
Generated Content
Results show that people’s perceived competence, autonomy, and perceived relatedness can support their motivation to
(USA)produce user-generated content (UGC).
Gilal et al., (2018) Branding
(Survey)
N = 444 Chinese,N = 356
Pakistani, N = 277 Korean
SEM
Autonomy, competence, and
relatedness
Mediating variables Brand attachment
The effects of three product design dimensions on each form of psychological need satisfaction and the subsequent brand attachment were greater for Pakistanis than for Koreans and Chinese.
Gilal et al., (2018) Branding
(Survey)
N = 444 Chinese,N = 356Pakistani
SEM
Autonomy, competence, and
relatedness
Mediating variables
WTP a premium and WOM
The results further show that self-determined needs satisfaction had the strongest positive effect on willingness-to-pay (WTP) a premium and the strongest negative effect on vindictive WOM for Pakistanis. Self-determined needs frustration had the strongest negative effect on the WTP a premium for Chinese participants and an equivalent magnitude effect on vindictive WOM for Pakistani and Chinese participants.
Engström & Elg (2015)
ServiceHealthcare
InterviewN = 14Sweden
Autonomy, competence, and
relatednessN/A Patients’ well-being
Results revealed that participants may be intrinsically (e.g., autonomy, competence, and relatedness need satisfaction), and extrinsically motivated to participants in service development.
Sharma, Conduit, & Rao Hill
(2017)
ServiceHealthcare
Case StudyN = 2
Australia
Autonomy, competence, and
relatedness
N/A Customers’ well-being outcomes
Results suggested that
value co-creation activities
provided the feeling of autonomy,
relatedness, and
competence to customers.
(Web Appendix W10)
Table 10Overview of studies on the goal contents theory in marketing science
Author/Year/Paper type Study Context Research
MethodologySDT Constructs
Used
SDT Constructs
Used As
Consumer behavior constructs Findings
Truong, McColl, & Kitchen (2010)(Empirical Paper) Branding
(Survey)
N = 615 participants in France
SEM(France)
Intrinsic and extrinsic goals/aspirations
Independent variable
Luxury brand preference
Luxury brand preference is significantly influenced by extrinsic aspirations and negatively influenced by intrinsic aspirations.
Zhang et al., (2011)
(Empirical Paper)
Energy conservation,
Forest protection, ,
andwildlife
protection
(Experiment)NStudy1 = 33
NStudy2 = 123NStudy3 = 202
undergraduate students
Mediation analysis
(USA)
Autonomous and imposed/control
goals
Independent variable
Customers motivation
When customers perceive the goal they pursue is adopted through an autonomous choice, the initial effort investment increases the value of the goal and customers subsequent motivation, whereas, when the goal they pursue is imposed on them, they devalue the goal.
Botti & McGill (2011)
(Empirical Paper) Consumption
(Experiment)
NStudy1 = 142USA
NStudy2 = 119USA
NStudy3 = 105London
NStudy4 = 88 LondonANOVA
Hedonic and utilitarian goals
Independent variable
Actual satisfaction,anticipated satisfaction
Results show that the outcome of a self-made choice is more satisfying than the outcome of an externally made choice when the goal is hedonic but not when it is utilitarian
Gountas et al., (2012)
(Empirical Paper) Social media
(Mixed method)N = 20
unstructured interviewsN = 507
(Australian)
Intrinsic andextrinsic
aspirations/goalsN/A N/A
The development and validation of the desire for fame scale
Otero-López, & Villardefrancos
(2015)
Consumptions (Survey)
N = 2159
Intrinsic andextrinsic
aspirations/goals
Independent variable
Compulsive buying propensity
Subjects with the high compulsive
(Empirical Paper)
SpainTwo-
multivariateanalysis of covariance
(MANCOVAs).
(Spain)
buying propensity scored significantly higher on the importance and likelihood assigned to the extrinsic goals, whereas, an opposite pattern of findings between the levels of importance and likelihood assigned by the compulsive buying groups with regards to the intrinsic goals.
Norris & Williams (2016)
(Empirical Paper)
Consumption of luxury/necessit
y
(Survey)
NStudy1 = 76NStudy2 = 101NStudy3 = 98
Correlation analysis
(USA)
Intrinsic andextrinsic
aspirations/goals
Independent variable Goods necessities
Consumers who emphasize the importance of extrinsic goals consider more consumer goods necessities, and those who emphasize the importance of intrinsic goals consider fewer consumer goods necessities.
Razmus, Jaroszyńska, & Palęga (2017)
(Empirical Paper)Branding
(Survey)
N = 480SEM
(Poland)
Intrinsic and extrinsic personal aspirations
Independent variable
Brand engagement in self-concept (BESC)
People who value extrinsic aspirations exhibit a higher tendency to include important brands as part of their self-concept, whereas, intrinsic aspirations, such as self-acceptance, affiliation, and community feeling, are negatively associated with BESC.