Consumers' characteristics can be classed as either behavioral or cognitive. In this context, cognitive factors are abstract, can be determined only through more complex psychological and attitudinal questioning, and generally have no single, universal definitions. Examples of cognitive factors include ________.
A) demographics, gender, and benefits wanted
B) usage rate, level of involvement, and education
C) personality traits, lifestyles, and gender
D) education, usage situation, and social class
E) cultural values, personality traits, and benefits sought

Question

Quizplus · Accepted Answer

Cognitive factors relate to the mental processes of understanding, thinking, and interpreting. Cultural values, personality traits, and benefits sought are examples of cognitive factors because they involve an individual's attitudes, beliefs, and perceptions, which are abstract and can only be determined through psychological and attitudinal questioning.

Consumers' Characteristics Can Be Classed as Either Behavioral or Cognitive