In advertising research, a tendency of consumers to use middle values of a range, omitting extremes, to express their ratings is known as:
A) normative social behaviour.
B) averaging.
C) identification.
D) compensating.

Question

Quizplus · Accepted Answer

This tendency is referred to as "averaging" because consumers often choose middle or average values when asked to rate something, avoiding the extreme ends of the scale. This behavior reflects a preference for moderation or possibly an uncertainty in providing a more definitive extreme rating.

In Advertising Research, a Tendency of Consumers to Use Middle