In the context of consumer behavior, resistance refers to:
A) the degree of consumer anger over dangerous products.
B) the difficulty faced by consumers while using hi-tech products.
C) the slowness of marketing communications to build up a brand image.
D) the desire to not buy an innovation, even in the face of pressure to do so.
E) the refusal of consumers to remember the brand name of products bought on sale.

Question

Quizplus · Accepted Answer

Resistance in the context of consumer behavior refers to the reluctance of consumers to adopt or purchase innovative products, even under pressure from marketers or social influences. This can be due to a variety of factors, such as perceived risk, lack of perceived need, or preference for familiar products. Harnessing consumer resistance is an important consideration for marketers when introducing new products to the market.

In the Context of Consumer Behavior, Resistance Refers To