Which theory suggests that consumer expectations of achieving desirable outcomes motivate behavior?
A) drive theory
B) role theory
C) expectancy theory
D) equity theory

Question

Quizplus · Accepted Answer

Expectancy theory suggests that individuals are motivated by their beliefs about their ability to perform the behavior and the likelihood of achieving a desired outcome. In other words, consumer expectations of achieving desirable outcomes motivate behavior. Drive theory suggests that individuals are motivated by biological needs, such as hunger or thirst. Role theory suggests that individuals are motivated to behave in ways that are consistent with their perceived social roles. Equity theory suggests that individuals are motivated by a desire for fairness and equal treatment in their relationships with others.

Which Theory Suggests That Consumer Expectations of Achieving Desirable Outcomes