Approach-avoidance conflict

Situations in which consumers are in conflict between a positive and negative alternative make up this category. Such situations often occur when making decision on a single product in which both positive and negative aspects are involved in the purchase. For example, to acquire an attractive or bigticket item such as a car, consumers must part with a sizeable amount of scarce purchasing rupees. These types of cash outflows can generate considerable amount of purchase avoidance conflict.