motives are active for consumers in purchase situations where they enjoy some elements of a product but dislike other parts and are seeking alternative solutions.

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In mixed approach-avoidance situations, consumers feel both positively and negatively about a product, which leads to a conflict between approach and avoidance motives. They want to approach the product features they enjoy, but also want to avoid the features they dislike. Therefore, they seek alternative solutions to fulfill their needs while avoiding the negative aspects.

Motives Are Active for Consumers in Purchase Situations Where They