Latrell finds that every time he goes to select athletic shoes he always buys the same brand. In fact, he doesn't even remember trying on any of the other competitive brands even though some of these brands have attractive styles and prices. Latrell's purchase decision process has become one of less and less effort. Latrell's decision process in an example of ________.
A) cognitive dissonance
B) brand loyalty
C) ineptness
D) inertia

Question

Quizplus · Accepted Answer

Latrell's consistent choice of the same brand without considering others indicates brand loyalty, where a consumer repeatedly purchases the same brand due to a positive experience or preference.

Latrell Finds That Every Time He Goes to Select Athletic