When there is a gulf between a consumer's present state and some ideal state, this gulf creates a state of tension. The magnitude of this tension determines the urgency the consumer feels to reduce the tension. This degree of arousal is:
A) cognitive awareness
B) homeostasis
C) drive
D) motivation
E) discomfort

Question

Quizplus · Accepted Answer

The degree of arousal that determines the urgency to reduce tension is referred to as "drive" in consumer behavior.

When There Is a Gulf Between a Consumer's Present State