The consumer behavior field looks at
A) how consumers are the most important element of the marketing mix.
B) the totality of consumers' decisions with respect to acquisition, consumption, and disposition of goods, services, activities, experiences, people, and ideas by human decision-making units over time.
C) only the behavior of consumers while in a retail environment.
D) the purchases of tangible goods but not services.
E) the persuasion of individuals to increase consumption at one period of time.

Question

Quizplus · Accepted Answer

The consumer behavior field looks at the totality of consumers' decisions with respect to acquisition, consumption, and disposition of goods, services, activities, experiences, people, and ideas by human decision-making units over time. It goes beyond just examining the behavior of consumers in a retail environment and includes both tangible goods and services. It also looks at the consumer decision-making process over time, not just persuasion to increase consumption at a certain period. A is incorrect because although consumers are an important element of the marketing mix, consumer behavior focuses on more than just their importance. C and D are incorrect because they are too limiting in scope. E is incorrect because consumer behavior is not just about persuasion to consume more at a certain period.

The Consumer Behavior Field Looks at