An attempt toward an integrated theory of consumer psychology and decision‐making

Abstract

Abstract This paper makes an attempt to integrate a number of selected theories of motivation (performance) and satisfaction. Specifically, this was accomplished by (1) reviewing selected major theories dealing with these concepts (expectancy‐value theory, assimilation‐contrast theory, social comparison theory, exchange theory, discrepancy theory, decision‐making theory and self‐concept theory), (2) reviewing selected major theories linking performance with satisfaction (March and Simon's theory, Porter and Lawler's theory, cybernetics/control theory and Raynor's theory of motivation), (3) presenting a set of criteria for developing a general theory of motivation and emotion, (4) introducing a general theory of motivation and emotion (evaluative congruity theory) and (5) translating the concepts of the selected traditional theories of performance and satisfaction into the language of evaluative congruity theory.