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MAO (Ability = the extent to which consumers have the required resources…

- - - - Enduring involvement = long term interest in an offering, activity or decision
      - Situational involvement = temporary interest in an offering, activity or decision
      - Cognitive involvement = interest in thinking about and learning information about an offering, activity or decision
      - Affective involvement = interest in spending emotional energy and deep feeling about an offering, activity or decision
  - - - Need satisfaction is dynamic
      - Needs exist in a hierarchy
      - Internally vs externally activated
    - - Approach-approach conflict = a struggle about which offering to acquire when each can satisfy an important but different need
      - Avoidance-avoidance conflict = a struggle about which offering to acquire when neither can satisfy an important but different need
      - Approach-avoidance conflict = a struggle about acquiring or consuming an offering that fulfils one need but not the other need