Who controls information flow into the household in the household purchase process?
A) Influencer
B) Gatekeeper
C) Purchaser
D) User
E) Decision maker

Question

Quizplus · Accepted Answer

The gatekeeper controls the information flow into the household during the purchase process. This can be a parent, spouse, or even a housekeeper who filters information and decides which information should be allowed to enter the household. The gatekeeper may limit the access of marketers to the household, and they often exert a significant influence on the purchase decision of the household.

Who Controls Information Flow into the Household in the Household