The role of organismic integration theory in marketing science: A systematic review and research agenda

Faheem Gul Gilal, Justin Paul, Naeem Gul Gilal and Rukhsana Gul Gilal

European Management Journal, 2022, vol. 40, issue 2, 208-223

Abstract: Researchers have repeatedly applied the same models/theories to predict consumer behaviour, whereas theories that have been extensively used to promote motivation are disregarded in marketing science. For instance, organismic integration theory (OIT) is a prominent theory of human motivation that provides a framework for categorizing customers’ regulatory styles into different forms of motivational regulations, which could be used in marketing as customers can be motivated to engage in behaviour for a diverse array of reasons. Therefore, we aim to enrich the field of marketing by reviewing extant knowledge on OIT, noting tensions and inconsistencies, and identifying important gaps with reference to how the constructs underpinned by OIT have been applied and what research themes, contexts, and methodologies have been carried out. With this aim in mind, we reviewed three decades of research between 1991 and 2020, outlined underdeveloped and emerging marketing issues, and set comprehensive research agendas (presented as testable propositions).

Keywords: Organismic integration theory; Marketing science; Motivation types; Consumer behaviour (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0263237321000293
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:eurman:v:40:y:2022:i:2:p:208-223

Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/journaldescription.cws_home/115/bibliographic
http://www.elsevier. ... me/115/bibliographic

DOI: 10.1016/j.emj.2021.02.001

Access Statistics for this article

European Management Journal is currently edited by Michael Haenlein

More articles in European Management Journal from Elsevier
Bibliographic data for series maintained by Catherine Liu ().