Teorie a motivatiei dezvoltata de Henry Hertzberg in care factorii care cauzeaza satisfactia sunt delimitati de cei care cauzeaza neasatisafactia. Astfel, consumatorii vor compara numarul de factori din ambele categorii inainte de a lua decizia de cumparare. Vezi Freudian Motivation Theory (teoria motivatiei a lui Freud); Maslow's Theory of Motivation (teoria motivatiei a lui Maslow).
A theory of motivation developed by Henry Herzberg in which satisfiers (factors that cause satisfaction) are distinguished from dissatisfiers (factors which cause dissatisfaction). Thus, consumers will compare the number and degree of satisfiers to the number and degree of dissatisfiers before making purchase decisions. See Freudian Motivation Theory; Maslow's Theory of Motivation.
