Kay and Lucy are both consumer researchers.They are arguing about various research approaches.Kay says, "Lucy, I don't understand why you waste your time doing all of those experiments.Consumer behavior can't be researched like chemistry! Consumers are irrational with their own subjective reality." Lucy responds, "I don't agree.Consumers behave more consistently than you might think, and it is perfectly appropriate to apply the scientific method-approach to studying consumers.Only by treating consumer behavior as a science can we generate generalizable theories of behavior." Based on this discussion, what consumer behavior research approach does Kay most support?
A)An Ernest Dichter/Freudian approach
B)A psychological approach
C)Behavioral science approach
D)Interpretivism approach
E)Motivational research approach

Question

Quizplus · Accepted Answer

Kay's perspective on consumer behavior research suggests an interpretivism approach, which emphasizes the subjective nature of consumer behavior and the need to understand consumers' individual perceptions and meanings. She argues that consumer behavior cannot be researched like chemistry, which implies a rejection of more quantitative and behavioral science approaches. The other answer choices, such as motivational research and Freudian approaches, are specific theories or methods within consumer behavior research rather than overarching research approaches.

Kay and Lucy Are Both Consumer Researchers