The findings above can be examined in the context of con- sumer decision-making process typified by the expectancy- value theory. Motivation represents one’s psychological needs to pursue a goal state. Expectation, defined as a belief that a particular action will lead to some defined outcome, must be present as a condition for the pursuit to occur. An important property of expectation is that one can perceive the likely outcome of action without actually executing an action. In between the belief and action is one’s predisposi- tion, or attitude toward the action. The belief will not lead to an action but will cause the predisposition that involves sub- jective evaluation of the action’s outcome in line with the expectation or belief