When consumers are making buying decisions, some observers have said that their behaviour resembles acting in a play, complete with lines, props, even costumes. They may alter their consumption decisions depending upon the part they are playing at the time. This view of consumer behaviour is often called:
A) consumer activism
B) consumption play theory
C) situational analysis
D) dramatism
E) role theory

Question

Quizplus · Accepted Answer

Role theory suggests that consumers act out various roles in their lives, influencing their purchasing decisions based on the context or "role" they are playing at any given time.

When Consumers Are Making Buying Decisions, Some Observers Have Said