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).

研究人员反复应用相同的模型/理论来预测消费者行为，而广泛用于促进动机的理论在营销科学中被忽视了。例如，有机整合理论 (OIT) 是人类动机的一个重要理论，它提供了一个框架，可以将客户的监管风格分类为不同形式的激励监管，这可以用于营销，因为客户可以被激励以从事某种行为。各种各样的原因。因此，我们的目标是通过回顾现有的关于 OIT 的知识，指出紧张和不一致之处，并参考 OIT 所支持的结构如何被应用以及已经进行了哪些研究主题、背景和方法来确定重要的差距，从而丰富营销领域出去。