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On the demand side of differentiation the key questions to ask about customers are what motivates them, and what criteria do they choose when selecting products
Self-Determination Theory
A theory of motivation that emphasizes the role of innate psychological needs in the development of personal growth and psychological well-being.
Autonomy
The capacity to make an informed, uncoerced decision independently. In personal context, it refers to self-governance or the right to self-direct one's life.
Internal Motivation
The drive to act or behave in a certain way based on internal rewards or personal satisfaction rather than external pressures or rewards.
Behavioral Flexibility
The ability to adapt and adjust behavior in response to changing circumstances or environments.
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