When a buyer's desired state and his or her actual state are at the same level, the buyer is motivated to make a purchase.

Question

Quizplus · Accepted Answer

When a buyer's desired state and actual state are at the same level, there is no perceived need or gap, thus the buyer is not motivated to make a purchase. Motivation to purchase arises when there is a discrepancy between the desired state and the actual state.

When a Buyer's Desired State and His or Her Actual