Which of the following observations concerning low-involvement purchase behavior is true?
A)Consumers represent a passive audience for advertising.
B)Consumers are information processors.
C)Consumers seek to maximize expected satisfaction.
D)Reference groups influence consumer behavior.

Question

Quizplus · Accepted Answer

Low-involvement purchase behavior typically involves low levels of consumer engagement and motivation. As a result, consumers are often passive recipients of advertising messages rather than active information processors.

Answer: C 
 While low-involvement purchase decisions may not warrant extensive research or decision-making effort, consumers are still seeking to maximize expected satisfaction within the constraints of time, effort, and financial resources available to them.

Answer: D 
 Reference groups can play a role in shaping consumer behavior across a range of purchase contexts, including those that are low-involvement. While the influence of reference groups may not be as strong in low-involvement contexts, they can still serve as a source of information or reassurance for consumers.

Which of the Following Observations Concerning Low-Involvement Purchase Behavior Is