David Lucero is the Regional Sales Manager for Western Canada at Kapster Enterprises. He enjoys his job and earns a good enough salary to comfortably support his wife and two children in an upscale area of Calgary. He was recently offered a promotion to General Sales Manager for Canada based in Toronto. The promotion would have increased his salary by $10,000 per year and placed him a notch higher on the organization chart. However, the move to Toronto would have resulted in much higher housing expenses, and David's wife would have had to go back to work if they wanted to maintain the same overall living standards. David knew that he would make an excellent GM, but, after some consideration, he declined the offer. Use expectancy theory to explain why David may have turned down the promotion.
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