Consumers very typically consider between 5 and 9 brands when making product purchase decisions.What concept helps best explain why this is so?
A)Memory-based choice
B)Rationalization
C)Miller's rule
D)The consideration set
E)None of the above is correct.

Question

Quizplus · Accepted Answer

Miller's rule, also known as Miller's Law, suggests that the average number of objects an individual can hold in working memory is about 7 (plus or minus 2), which explains why consumers typically consider between 5 and 9 brands.

Consumers Very Typically Consider Between 5 and 9 Brands When