David and Melanie are expecting their first baby. They decorate a nursery and prepare themselves by buying toys and baby essentials. Which of the following symbolic consumer behaviors is illustrated in this scenario?
A) Symbol development
B) Brand image association
C) Social role reversal
D) Role transition ritual
E) Divestment ritual

Question

Quizplus · Accepted Answer

The scenario illustrates role transition ritual, which refers to when consumers carry out specific consumer behaviors to mark important transitions in their lives, such as becoming a parent for the first time. In this case, David and Melanie are preparing for the arrival of their first baby, which signifies a significant change in their roles and responsibilities, and they are engaging in consumer behaviors such as decorating a nursery and buying baby essentials to mark this transition. The other answer choices are not as relevant to the scenario described.

David and Melanie Are Expecting Their First Baby