ADM 3321 Lecture Notes - Lecture 8: Sales Process Engineering, Social Environment, Parachuting

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The idea of passion and reason go long back. The distinction between passion and reason is a very old one. In moral philosophy it has often been contended that passion conflicts with reason and that the latter should always have preference. Plato"s myth of the charioteer in the phaedrus illustrates this idea. The charioteer is the soul of man, while the two horses represent reason and passion. We often have these 2 forces when we make consumer choices o! We love it, but we also have budget and have to be responsible. Approach-avoidance theory suggests that we seek positive outcomes and avoid negative outcomes. The anticipated emotional outcomes of consumption alternatives shapes consumer behavior. Consumption choices are shaped by what we want to feel and be (happy) There are many different types of emotions and all have different attributes. A choice between desirable alternatives approach avoidance o! Hamburger vs. watching your weight avoidance avoidance o!

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