When Consumers Are Making Buying Decisions, Some Observers Have Said

question 56

Multiple Choice

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:

• A) consumer activism
• B) consumption play theory
• C) situational analysis
• D) dramatism
• E) role theory

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Definitions:

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