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 awareness.
D) drive.

Question

Quizplus · Accepted Answer

The degree of arousal that compels a consumer to take action to reduce tension is referred to as a "drive." It is the motivational force that pushes the consumer to fulfill a need or desire.

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