Reference group members play many roles in the purchase decision-making process. Which of the following is NOT one of those roles?
A) The associate
B) The influencer
C) The initiator
D) The consumer

Question

Quizplus · Accepted Answer

The associate is not a recognized role in the purchase decision-making process. Influencers, initiators, and consumers are all roles that reference group members can play, influencing the decision-making process in various ways.

Reference Group Members Play Many Roles in the Purchase Decision-Making