I am not a motivational researcher and simply because I have agreed to express my views on motivation research I should not be labeled as an expert in motivational research. After I have expressed my views, I am not sure that you will still like me and respect me as a scholar and researcher in consumer behavior, especially if you are an expert on motivational research. In short, my views on the relevance of motivation research in consumer psychology are not all that proactive. In fact, I am somewhat surprised that special sessions are allotted to motivation research in this Seminar at a time when motivation researchers have been considered a “vanishing breed,” almost extinct in the U.S.
