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:

Working Class

A social group consisting of people employed in lower-tier jobs, often involving manual or industrial labor, and characterized by lower income levels.

Postmodern City

Is a new urban form that is more privatized and socially and culturally fragmented and globalized than the corporate city.

Subcultures

Groups within a larger culture that distinguish themselves through unique beliefs, values, and practices.

Lifestyles

The aggregate of choices, behaviors, and habits of an individual or group, including consumption patterns, leisure activities, and values, which reflect socio-economic status and preferences.