After World War II, Sears thought consumers would spend, whereas Montgomery Ward thought consumers would save. This is an example of:
A) the influence of affective behavior.
B) the effect of historical forces.
C) the influence of cognitive structure.
D) the influence of group decision making.

Question

Quizplus · Accepted Answer

This is an example of the influence of cognitive structure, as Sears and Montgomery Ward had different assumptions about consumer behavior based on their understanding of the market and their target audience.

After World War II, Sears Thought Consumers Would Spend, Whereas