COMMERCE 3MB3 Chapter Notes - Chapter 3: Sports League, Expectancy Theory, Ebay
3 Dec 2017
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Avoidance motivations, refer to any factor that is negative and would cause people to avoid wanting to eating pies. The first obvious avoidance motivation here, is the negative health consequences associated with eating meat pies, such as their high fat content and its link to heart disease and obesity. Second, there is social pressure to consume healthier food and there is more awareness about heart disease and obesity. This point is reflected in the modelling motivation, wherein people see that others are eating healthier so they start to conform by feeling like they should too; this is a type of modelling motivation. Regarding four" n twenty"s sales at australian sports games, research found that consumers would already arrive to the games having already eaten. Therefore, since these are negative consequences of buying food already having eaten, it is a motivation for avoidance. Even more so, more healthy options were available at concession stands at sports games.
