Valuating the Verdict: Antecedents of Psychodynamic CCB

Marketing and psychology are the two most influential domains that determine consumer behavior which has experienced prominent changes over the past decade. This study proposes a multi-dimensional psychodynamic CCB model that examines the decision making process and its intercontinental relationships. The purpose of this research is to determine the constructs which influence the psychodynamic personality effects, and to analyze the process of CCB within a consumer electronic goods purchase decision making context. Grounded in that liberal understanding, the researcher will propose a ¿KalBen Psychodynamic CCB Process Model¿ that explicates the structure and process of psychodynamic personality. The correlation among constructs and the applicability of well-established major constructs of psychodynamic CCB to the consumer electronic goods are examined. The predictive power and overall model fitness of the proposed research framework is examined by assessing the significance of the paths using Structural Equation Modeling (SEM) with Maximum Likelihood Estimation. This very first systematic empirical approach will be helpful to understand psychodynamic CCB schema as a whole.