The person who controls information flow into the household regarding purchase decisions is referred to as the _____.
A) decision maker
B) user
C) gatekeeper
D) purchaser
E) opinion leader

Question

Quizplus · Accepted Answer

The gatekeeper is the person who controls the flow of information into the household regarding purchase decisions. They may be the one who filters out unwanted information and decides what information is relevant to consider. For example, in a family, the gatekeeper may be a parent who decides which products are appropriate for their children or which products fit within their household budget.

The Person Who Controls Information Flow into the Household Regarding