Week 9- Motivation and Affect

 Have you ever had a conflict that affected what you purchased? These conflicts of motivation are called Motivational conflicts.

What are the types of motivational conflicts?

Approach-Approach Conflict

This is when the consumer must choose between two desirable alternatives. 

I remember in high school, and the process of picking out a prom dress rolled around. This was already an impossible task, but eventually, I had the choice between two dressed I loved. They were within the same price range, and so pretty. The decision was so difficult I actually left the final choice up to my mom!

Approach-Avoidance Conflict

This is the consumer desires a goal but also would like to avoid it at the same time.

I have been having trouble with my skin lately, and I have been breaking out quite frequently. I decided two weeks ago I would cut a lot of sugar out of my diet and start to drink more water. Although I have made this decision, I went out to dinner recently and decided to drink my beloved Coca-Cola. I know the sugar will make my skin break out, but I also love Coke. 

Avoidance-Avoidance Conflict

This is when consumers make a choice which both alternatives are undesirable. 

I need a vacuum recently. Although I did not really want to buy a vacuum I had to choose between a Dyson and a Shark. I chose the shark vacuum because of the warranty that is offered.