In the process of deciding which criteria are relevant to a choice, which of the following statements is true of consumers' goals during a decision process?
A) If the goal is to simplify a choice, the consumer will seek out a large assortment of choices.
B) Consumers' goals remain constant during the decision process.
C) Promotion-focused consumers highly emphasize on the effectiveness of a product.
D) Prevention-focused consumers, who are more risk-averse, emphasize a product's efficacy.
E) If the goal is flexibility in choice, the consumer will seek out a small assortment of choices.

Question

Quizplus · Accepted Answer

Prevention-focused consumers are more risk-averse and thus emphasize the safety and security of a product, rather than its effectiveness or novelty. Option A, E are incorrect as they are not relevant to the goals of the consumer during the decision process. Option B is also incorrect as consumers' goals may change throughout the decision process. Option C is partially correct, as promotion-focused consumers prioritize benefits and gains over safety, but it does not address the question of relevant criteria for making a choice.

In the Process of Deciding Which Criteria Are Relevant to a Choice