The ego-defensive function of consumer attitudes:
A) is based on the concept of reward and punishment.
B) makes a consumer vulnerable to information that may be threatening.
C) enables a consumer to express his or her core values, self-concept, and beliefs to others.
D) allows consumers to simplify decision-making processes.
E) works as a protection mechanism.

Question

Quizplus · Accepted Answer

The ego-defensive function of consumer attitudes works as a protection mechanism, helping consumers defend themselves against information that threatens their ego or self-concept. It allows the consumer to maintain a positive image of themselves and their beliefs, even in the face of information that challenges or contradicts those beliefs.

The Ego-Defensive Function of Consumer Attitudes