(See related pages)
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| Approach-approach conflict | a consumer who must choose between two attractive alternatives. (See page(s) 366) |
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| Approach-avoidance conflict | a consumer facing a purchase choice with both positive and negative consequences. (See page(s) 366) |
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| Avoidance-avoidance conflict | a choice involving only undesirable outcomes. (See page(s) 366) |
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| Attribution theory | an approach to understanding the reasons consumers assign particular meanings to the behaviors of others. (See page(s) 357) |
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| Benefit chain | where a product or brand is repeatedly shown to a consumer who names all the benefits that possession or use of the product might provide until the consumer can no longer identify additional benefits. (See page(s) 364) |
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| Brand personality | a set of human characteristics that become associated with a brand. (See page(s) 370) |
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| Demand | the willingness to buy a particular product or service. (See page(s) 367) |
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| Emotion | strong, relatively uncontrolled feelings that affect behavior. (See page(s) 372) |
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| Five-Factor Model | a multitrait theory used to identify five basic traits that are formed by genetics and early learning. (See page(s) 368) |
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| Galvanic skin response (GSR) | used to measure emotional arousal. (See page(s) 376) |
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| Laddering | a new projective technique used to construct a means-end or benefit chain. (See page(s) 364) |
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| Latent motives | motives either unknown to the consumer or such that he was reluctant to admit them. (See page(s) 363) |
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| Manifest motives | motives that are known and freely admitted. (See page(s) 363) |
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| Means-end chain | where a product or brand is repeatedly shown to a consumer who names all the benefits that possession or use of the product might provide until the consumer can no longer identify additional benefits. (See page(s) 364) |
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| Motivation | the reason for behavior. (See page(s) 355) |
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| Motive | a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction for that response. (See page(s) 355) |
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| Personality | an individual’s characteristic response tendencies across similar situations. (See page(s) 367) |
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| Projective techniques | or motivation research are designed to provide information on latent motives. (See page(s) 363) |