"Role theory" means that much of consumer behaviour resembles actions in a play, and that consumers act out many different roles according to the particular "play" they are in at the time.

Question

Quizplus · Accepted Answer

Role theory suggests that consumer behavior is similar to acting in a play, where individuals adopt different roles based on the context or situation they are in, influencing their purchasing decisions and actions.

"Role Theory" Means That Much of Consumer Behaviour Resembles Actions