Mark is a graphic designer. He has an aversion toward tablets. He refused to buy a tablet even when all his friends bought one. He continued to refuse even when his boss pressured him to buy a tablet, as the company was to start doing all their design work on tablets. In the context of consumer behavior, Mark's behavior is an example of:
A) insistence.
B) arbitraging.
C) resistance.
D) scheming.
E) referencing.

Question

Quizplus · Accepted Answer

Mark's refusal to buy a tablet despite social and professional pressure indicates a form of resistance in consumer behavior. He is resisting the adoption of a new technology despite its popularity and professional necessity.

Mark Is a Graphic Designer