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What is Consumer Motivation and Decision-Making about?

This chapter discusses the importance of consumer motivation, ability, and opportunity in processing information and making decisions. It defines motivation as an inner state that drives consumers to engage in goal-relevant activities and explores how personal relevance, needs, and perceived risks influence motivation. Additionally, it highlights that consumer ability and opportunity, affected by factors like time and distraction, are crucial for translating motivation into action.

Author

Kyla nicole Gonia

Language

EN