Kelly buys only Calvin jeans and Nike sport shoes because these products are endorsed by her favourite entertainers.Furthermore,her attitudes and values are shaped by statements by these celebrities.This illustrates how consumer decision making is influenced by:

Question

Quizplus · Accepted Answer

Kelly's purchasing decisions are influenced by a reference group, which is a social group that serves as a point of comparison or reference in forming attitudes and making decisions. In this case, her favourite entertainers serve as a reference group and their endorsement of Calvin jeans and Nike sport shoes influences Kelly's decision to buy those products. Marketing mix variables, cognitive dissonance, and primary group identification are not relevant factors in this scenario.

Kelly Buys Only Calvin Jeans and Nike Sport Shoes Because