George is buying his first house. He has spent a month looking at houses and comparing them on attributes such as price and location. He has contacted several real estate agents to look at different types of houses. George is most likely exhibiting ________.

Question

Quizplus · Accepted Answer

George is exhibiting complex buying behavior as he is investing significant time and effort in the decision-making process by comparing different attributes of houses and contacting multiple real estate agents. Variety-seeking buying behavior refers to consumers who seek variety for its own sake, rather than because they are unsatisfied with their current options. Consumer capitalism and marketing myopia are not applicable to George's situation. Dissonance-reducing buying behavior occurs after the purchase has been made, as consumers seek to justify their decision and reduce feelings of post-purchase regret.

George Is Buying His First House