Abstract
The “why behind our behavior” is the subject of this chapter. Losses or mistakes loom larger in our minds than wins. Each of us has a value orientation, an internally integrated value system, guiding our goal pursuits and reactions. Cognitive dissonance is a condition of conflict resulting from inconsistency between one’s beliefs, attitudes, ideas or other cognitions and one’s actions (Festinger 1957). Motivation involves movement toward goals or some other desired outcomes. Consumers actively seek quick, high-quality information.
A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.
Sir Winston Churchill, UK Prime Minister (1940–1945, 1951–1955)
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Goldsmith, E.B. (2015). Values, Attitudes, Opinions, Goals, and Motivation. In: Social Influence and Sustainable Consumption. International Series on Consumer Science. Springer, Cham. https://doi.org/10.1007/978-3-319-20738-4_3
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DOI: https://doi.org/10.1007/978-3-319-20738-4_3
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