"Integrating control theory, evolutionary psychology, and a hierarchical approach to personality, this book presents a new approach to motivation, personality, and consumer behavior. Called the 3M, which stands for "Meta-theoretic Model of Motivation," this theory seeks to account for how personality traits interact with the situation to influence consumer attitudes and actions. The book proposes that multiple personality traits combine to form a motivational network that acts to influence behavior. Mowen argues that in order to understand the causes of enduring behavioral tendencies, one must identify the more abstract traits underlying surface behaviors."--BOOK JACKET.

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