Kay and Lucy Are Both Consumer Researchers

question 84

Multiple Choice

Kay and Lucy are both consumer researchers.They are arguing about various research approaches.Kay says, "Lucy, I don't understand why you waste your time doing all of those experiments.Consumer behavior can't be researched like chemistry! Consumers are irrational with their own subjective reality." Lucy responds, "I don't agree.Consumers behave more consistently than you might think, and it is perfectly appropriate to apply the scientific method-approach to studying consumers.Only by treating consumer behavior as a science can we generate generalizable theories of behavior." Based on this discussion, what consumer behavior research approach does Kay most support?

• A)An Ernest Dichter/Freudian approach
• B)A psychological approach
• C)Behavioral science approach
• D)Interpretivism approach
• E)Motivational research approach

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Definitions:

Peptide Transmitters

Molecules used by neurons to communicate across synapses, consisting of short chains of amino acids, playing roles in many physiological processes.

Synthesized

Synthesized means to have been made by combining different entities, substances, or elements to form a coherent whole, often used in the context of chemicals or data.

Terminal Button

The small bulb-like structures at the end of axons that contain neurotransmitters and facilitate the transmission of signals to other neurons.

Neurotransmitters

Chemicals that transmit signals across a synapse from one neuron to another in the brain and nervous system.