Q. What are the Motivational conflicts?

Motivational conflicts:

_ Positively valued goals means consumers are motivated to approach the goal and will seek out products that will be instrumental in attaining it.

_ Avoiding negative goals means consumers are motivated to evade a negative outcome structuring their purchases or consumption activities.

Cog-native dissonance:

_ Premise that people have a requirement for consistency and order in their lives and that a state of tension and conflict is created when beliefs or behaviours conflict with one another.

_ The conflict possibly resolved by cognitive dissonance reduction where people are motivated to reduce this inconsistency and eliminate the unpleasant tension.