Dwayne purchased a Sony TV ten years ago.Now he wants to purchase a new wide-screen TV,and when he goes to the store,he looks at the Sony TVs first.What principle might account for his behavior?

Question

Quizplus · Accepted Answer

The consistency principle is the tendency to favor products or brands that have worked in the past. In this case, Dwayne has had a positive experience with his Sony TV so he is likely to look at Sony TVs first when considering a new TV purchase. This principle suggests that people often make decisions based on their past experiences and what has worked for them before.

Dwayne Purchased a Sony TV Ten Years Ago