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Consumer Motivation
Motivation Definition
Personal experiences
Physical capacity
Prevailing cultural norms & values
Goals accessibility in the physical and social
environment
Individuals characteristics
Positive and Negative Goal
Positive Goal( Approach Object) towards which
behavior is directed.
Negative Goal ( Avoidance Object) behavior
which is directed away.
Promotion and Prevention Focus
Promotion growth and development.
Prevention safety and security.
Utilitarian and Hedonic
Utilitarian Utility
Hedonic feelings, to enhance satisfaction
Interdependence of Needs and Goals
Approach-Approach Conflict
Approach-Avoidance Conflict
Avoidance-Avoidance Conflict