Consumers display a preference for things that are consistent with their prior knowledge.

Question

Quizplus · Accepted Answer

This statement is true. Consumers tend to seek out and prefer products or services that align with their existing beliefs, experiences, and expectations. This is known as cognitive consistency or the principle of cognitive congruence. It helps consumers feel a sense of familiarity and reduces cognitive dissonance, which is the discomfort that arises from conflicting information or beliefs. Therefore, companies need to consider the consumer's previous knowledge and experiences while designing their product or service to match the same to increase consumer satisfaction.

Consumers Display a Preference for Things That Are Consistent with Their