Asked by Jamesetta Quiteh on May 27, 2024
Verified
Enrique has just purchased a new 4K TV, the best and latest technology available for viewing. A few days later he reads a report saying that a better technology for television is due on the market in six months at half the price. He thinks this is hogwash, and stops reading the report halfway through. This is an example of:
A) perceptual defence.
B) postpurchase dissatisfaction.
C) customer sensitivity.
D) consumer advocacy.
Perceptual Defence
A psychological mechanism that protects an individual from distressing or threatening information by filtering or altering their perception of reality.
4K TV
A television set with a resolution of approximately 4000 pixels wide, offering higher definition and quality of picture than standard high-definition TVs.
- Appreciate the psychological aspects of perception in consumer responses to marketing stimuli.
Verified Answer
CB
Christiaan BurgosMay 30, 2024
Final Answer :
A
Explanation :
Enrique's reaction is an example of perceptual defense, where he unconsciously ignores or dismisses information that contradicts his existing beliefs or decisions, in this case, the belief that he has purchased the best technology available.
Learning Objectives
- Appreciate the psychological aspects of perception in consumer responses to marketing stimuli.