| Approach-approach conflict | When a consumer who must choose between two attractive alternatives.
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| Approach-avoidance conflict | When a consumer facing a purchase choice with both positive and negative consequences.
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| Attribution theory | An approach to understanding the reasons consumers assign particular meanings to the behaviors of others.
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| Avoidance-avoidance conflict | A choice involving only undesirable outcomes.
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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.
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| Brand personality | A set of human characteristics that become associated with a brand.
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| Consumer ethnocentrism | Reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products.
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| Demand | The willingness to buy a particular product or service.
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| Emotion | Strong, relatively uncontrolled feelings that affect behavior.
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| Five-Factor Model | A multitrait theory used to identify five basic traits that are formed by genetics and early learning.
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| Involvement | A motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting.
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| Laddering | A new projective technique used to construct a means-end or benefit chain.
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| Latent motives | Motives either unknown to the consumer or such that he was reluctant to admit them.
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| Manifest motives | Motives that are known and freely admitted.
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| Maslow's hierarchy of needs | Based on four premises:- All humans acquire a similar set of motives through genetic endowment and social interaction.
- Some motives are more basic or critical than others.
- The more basic motives must be satisfied to a minimum level before other motives are activated.
- As the basic motives become satisfied, more advanced motives come into play.
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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.
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| Motivation | The reason for behavior.
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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.
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| Personality | An individual's characteristic response tendencies across similar situations.
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| Projective techniques | Designed to provide information on latent motives.
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