Overview: Integrating control theory, evolutionary psychology, and ahierarchical approach to personality, this book presents a newapproach to motivation, personality, and consumer behavior. Called the3M, which stands for `Meta-theoretic Model of Motivation‘, this theoryseeks to account for how personality traits interact with thesituation to influence consumer attitudes and actions. The bookproposes that multiple personality traits combine to form amotivational network that acts to influence behavior. Mowen arguesthat in order to understand the causes of enduring behavioraltendencies, one must
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