WEEK 2 – The psychological core (I: Motivation, Ability, Opportunity) (II: Exposure, Attention, Perception) CHAPTER 2 - Motivation, Ability, Opportunity Motivation: an inner state of arousal that provides energy needed to achieve a goal Situational involvement: temporary interest Cognitive involvement: interest in thinking about and learning information Affective involvement: interest in expending emotional energy and evoking deep feelings about Objects of involvement - product categories…
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