A1 Journal article (refereed)
The role of fundamental motivations in willingness-to-pay online (2020)

Salonen, V., Munnukka, J., & Karjaluoto, H. (2020). The role of fundamental motivations in willingness-to-pay online. Journal of Retailing and Consumer Services, 52, Article 101930. https://doi.org/10.1016/j.jretconser.2019.101930

JYU authors or editors

Publication details

All authors or editors: Salonen, Ville; Munnukka, Juha; Karjaluoto, Heikki

Journal or series: Journal of Retailing and Consumer Services

ISSN: 0969-6989

eISSN: 1873-1384

Publication year: 2020

Volume: 52

Article number: 101930

Publisher: Elsevier

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.1016/j.jretconser.2019.101930

Publication open access: Not open

Publication channel open access:


This study aims to determine whether an understanding of chronic fundamental consumer motivations can help determine the mechanisms of willingness-to-pay for products online. To do so, it employs a simulated buying task on a fictional e-commerce site for a consumer product (branded either as a “new arrival” or a “classic”) to investigate the effects of two fundamental motivations (mate acquisition vs. self-protection) on willingness-to-pay for the product online. The primary focus of the paper to investigate the capacity of mate acquisition and self-protection motives to moderate the relationship between attitude toward the product and willingness-to-pay, as well as, the effects of the motives on willingness-to-pay are considered. Through regression and interaction effect analyses, it is shown that chronic fundamental motivation for mate acquisition is directly correlated with an increased willingness-to-pay for both product types, and it moderates the relationship between attitude toward a product and willingness-to-pay. Self-protection motivation increases willingness-to-pay for classic products but not new arrivals. By offering a rare look at chronic fundamental motivation in the consumer context and potentially being the first investigation of the moderating effects of fundamental motivations, the results mostly support the notion of predictable motivation induced behavioral tendencies.

Keywords: consumer behaviour; buying behaviour; evolutionary psychology; motives (reasons); motivation (mental objects); preferences; electronic commerce; paying online

Free keywords: motivation-preference link; preference matching; fundamental motives framework; willingness-to-pay; moderation analysis

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2020

JUFO rating: 1

Last updated on 2022-15-06 at 17:23