Final answer:
The Protection Motivation Theory explains why consumers may shy away from certain consumptive choices by suggesting that individuals are motivated to protect themselves from perceived threats associated with those choices.
Step-by-step explanation:
The Protection Motivation Theory explains why consumers may shy away from certain consumptive choices. It suggests that individuals are motivated to protect themselves from perceived threats, such as negative health effects, financial loss, or social disapproval, associated with certain choices.
For example, people may choose to avoid purchasing cigarettes in order to reduce the risk of developing health problems or to save money in the long run. They may also opt for more socially acceptable choices to avoid criticism or judgment from others.