Integrating control theory, evolutionary psychology, and a hierarchical approach to personality this book presents perspectives on motivation, personality, and consumer behaviour. Called the 3M, which stands for "Meta-theoretic Model of Motivation", this theory seeks to account for how personality traits interact with the situation to influence consumer attitudes and actions. The book proposes that multiple personality traits combine to form a motivational network that acts to influence behaviour. Mowen argues that in order to understand the causes of enduring behavioural tendencies, one must identify the more abstract traits underlying surface behaviours. In constructing the 3M model, the author reports data from 15 empirical studies employing over 3500 respondents. In this hierarchical model, four types of personality traits are identified: elemental, compound, situational, and surface traits. Eight elemental traits are proposed as forming the underlying dimensions of personality. Consistent with control theory, the research reveals that the elemental traits combine to form compound traits, such as self-efficacy, task orientation, playfulness, and competitiveness. These elemental and compound traits combine with situational influences to cause enduring behavioural tendencies within general situational contexts. Examples of situational traits investigated include impulsive buying, value consciousness, sports interest, and health motivation. In the 3M model the elemental, compound, and situational traits combine to yield surface traits, which are enduring dispositions to act in specific behavioral contexts. Five surface traits are empirically investigated in the book: compulsive buying, sports participation, healthy diet lifestyles, proneness to bargaining, and a tendency to frugality. Across these five studies, the empirical results reveal that the 3M model accounts for over 44% of the variance in the surface trait measures.