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

Question

Quizplus · Accepted Answer

The degree of arousal that results from the gap between the current state and the ideal state is referred to as a "drive." This drive motivates the consumer to take action to reduce the tension.

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