Teorie conform careia preferintele de cumparare ale consumatorului sunt dicatate de motive inconstiente si ca elementele tactile, vizuale, auditorii ale unu produs ii pot provoca emotii care sa-i stimuleze sau sa-i inhibe cumpararea. Vezi Motivation (motivatie); Maslow's Theory of Motivation (Teoria motivatiei a lui Maslow); Herzberg's Theory of Motivation (Teoria motivatiei a lui Hertzberg).
The theory that a consumer's buying preferences are dictated by unconscious motives, and that visual, auditory and tactile elements of a product may evoke emotions which stimulate or inhibit purchase. See Motivation; Maslow's Theory of Motivation; Herzberg's Theory of Motivation.
