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The role of self-determination theory in marketing science: An integrative review and agenda for research

Gilal, Faheem Gul, Zhang, Jian, Paul, Justin, Gilal, Naeem Gul·2019·European Management Journal
DOI 10.1016/j.emj.2018.10.004
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Abstract

Abstract The marketing literature is replete with the repeated use of traditional theories of behaviour, such as ‘the consumer decision model,’ the ‘theory of buyer behaviour,’ the ‘theory of reasoned action,’ the ‘theory of planned behaviour,’ and ‘the model of goal-directed behaviour.’ The conclusions and criticisms that are drawn from these theories stem from the many ways in which these theories are applied, which reduces the efficiency of these approaches in the sense of predictability and generalizability across different cultures. Moreover, these theories have minimal influence on autonomously motivated behaviours. Despite these limitations, marketing scientists have overwhelmingly applied these theories to predict consumer intention and behaviour. However, theories that are actually capable of explaining consumers' motivations have been surprisingly ignored in the marketing literature; for instance, ‘self-determination theory’ (SDT) is a leading theory of human motivation that has been proven effective at identifying the contingencies that affect motivation and behaviour. Therefore, the goal is to review the marketing research in which SDT is used. To this end, we review all empirical studies published on the subject over a 20-year period. Several clusters of research are identified in which SDT appears to be more promising in addressing marketing problems. Finally, we provide directions for future research in greater detail.

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Metadata

Authors
Gilal, F. G., Zhang, J., Paul, J., & Gilal, N. G.
Venue
European Management Journal
Publisher
Elsevier BV
Published
2019-02
Volume
37
Issue
1
Pages
29-44
ISSN
0263-2373 (ISSN-L)
DOI
10.1016/j.emj.2018.10.004
OpenAlex
W2896169820
Cited by
457
References
11
FWCI
34.48
Type
journal article
Language
en
Open access
closed
Licence
  • www.elsevier.com/tdm/userlicense/1.0/ (tdm)
  • www.elsevier.com/legal/tdmrep-license (tdm)
Funders
  • National Natural Science Foundation of China (71771022)
  • Humanities and Social Science Fund of Ministry of Education of China (15YJA630099)

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Gilal, F. G., Zhang, J., Paul, J., & Gilal, N. G. (2019). The role of self-determination theory in marketing science: An integrative review and agenda for research. European Management Journal. https://doi.org/10.1016/j.emj.2018.10.004

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