Which of the following statements is true about the consumer decision process?
A) Behavioral economics suggests that consumer behavior follows a completely rational process.
B) Cognitive dissonance refers to the delivery of marketing messages to people who are not aware that they are being marketed to.
C) Companies, government agencies, and other organizations that buy goods and services are a part of the consumer market.
D) Many consumers tend to believe that "you are what you buy," so they make or avoid choices that support their desired self-images.
E) Aspirational reference groups are those to which consumers actually belong, such as families, networks of friends, clubs, and work groups.

Question

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D) Many consumers tend to believe that "you are what you buy," so they make or avoid choices that support their desired self-images. Marketers capitalize on people's need to express their identity through their purchases by emphasizing the image value of goods and services.

Which of the Following Statements Is True About the Consumer