Ryan likes expensive dark beer and often buys a six pack for his personal quaffing pleasure.However,when he invites his friends over for beers,he usually buys an inexpensive brand.This is an example of
A) a consumer using a compensatory model.
B) a consumer using a noncompensatory model.
C) goals affecting criteria that drive a consumer's choice.
D) the inability to buy more expensive beer.
E) the inopportunity to buy more expensive beer.

Question

Quizplus · Accepted Answer

The consumer's goals, in this case, may include being able to enjoy high-quality beer for personal consumption while saving money when entertaining friends. This affects the criteria that drive his decision-making and leads to the selection of different beers for different occasions. This is an example of how a consumer's goals can influence their choices.

Ryan Likes Expensive Dark Beer and Often Buys a Six