According to Herzberg's two-factor theory, the absence of dissatisfiers is not enough to motivate a purchase; satisfiers must be present.

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According to Herzberg's two-factor theory, the absence of dissatisfiers (also called hygiene or maintenance factors) can prevent dissatisfaction but does not necessarily create motivation or drive a purchase. The presence of satisfiers (also called motivators) such as achievement, recognition, and personal growth are what lead to motivation and a desire to make a purchase.

According to Herzberg's Two-Factor Theory, the Absence of Dissatisfiers Is