Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it.
A)magnitude of the tension
B)direction of the tension
C)expectancy
D)reinforcement

Question

Quizplus · Accepted Answer

The magnitude of the tension created by the need determines the level of urgency felt by the consumer to reduce it. Utilitarian needs create a functional or practical tension, while hedonic needs create emotional tension. The stronger the tension, the more urgently the consumer will feel the need to satisfy it.

Whether a Consumer's Need Is Utilitarian or Hedonic, the ________