Mental files are the sum total of the information stored in a consumer's mind that are largely influenced by
A) personal values, attitude, and beliefs.
B) available information technology.
C) viral marketing campaigns.
D) corporate spokespersons.
E) the news media.

Question

Quizplus · Accepted Answer

Mental files in the context of consumer behavior refer to the information stored in a consumer's mind about a product, service, or brand. This information is significantly influenced by personal values, attitudes, and beliefs, as these internal factors shape how consumers perceive and interpret information, leading to the formation of mental files.

Mental Files Are the Sum Total of the Information Stored