When consumers are making buying decisions, some observers have said that their behaviour resembles acting in a play, complete with lines, props, even costumes. They may alter their consumption decisions depending upon the part they are playing at the time. This view of consumer behaviour is often called:

Related MCQs

• The "pyramid of consumer behaviour" illustrates the focus of several disciplines when studying consumer behaviour. Focus on the individual's consumer behaviour (such as how one reads certain sections of a magazine) is termed:
• In studying consumer behaviour, it is often useful to categorize people on the basis of some similarity. Descriptions such as age, gender, income, or occupation are called:
• _____________ is the buying behaviour of final consumers.
• In terms of consumption decisions, middle class consumers prefer to _________.
• Once a company knows a consumer’s preferences, the company can predict, without asking the consumer directly, what other products or services that consumer might enjoy through ___________.
• Current consumer research is likely to include attention to the "dark side" of consumer behaviour. This growing emphasis refers to the fact that:
• The reason that higher prices may not affect consumer buying is _______________.
• Long-run consumer behaviour in the context of both low and high involvement decision making is positively influenced by:
• Highly involved consumer buying behavior and customers perceive fewer differences among brands is called
• Less involved consumer buying behavior in which customers perceive few difference between brands is called