James begged his mother to buy him some high-top Converse shoes. When asked why he wanted these shoes, he said that he wanted them because they were comfortable. He really wanted them because his two best friends have them, and if he had them, he would be considered "cool," but he didn't want to tell his mother that. Wanting to appear "cool" to his friends represents which type of motive?

Question

Quizplus · Accepted Answer

Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as latent motives.

James Begged His Mother to Buy Him Some High-Top Converse