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Three Sources of Motivation
Motivation is what leads people to behave as they do. We see it when people have a goal they wish to achieve. Having a goal creates a state of tension—a discrepancy between a person’s current state and their desired state—that drives the people to act in order to reduce or eliminate that tension. Producers of goods and services work hard to create and market products that help consumers reduce this tension. However, even the most driven people do not always act in accordance with their goals. So, what motivates people to stick to their goals? This Lunch Lecture @ MSI will explore three sources of motivation in goal pursuit. Rima Touré-Tillery will review empirical evidence from psychology and consumer research and discuss the theoretical and practical implications of distinguishing between these sources of motivation.

Learn more about MSI: http://bit.ly/2OzkwKo

Mar 31, 2020 01:00 PM in Eastern Time (US and Canada)

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Rima Toure-Tillery
@Northwestern University