When marketers embed brand messages in social games, they are seeking to influence consumer behavior through the ________ determinant of diffusion.
A) social proof
B) observability
C) compatibility
D) trialability

Question

Quizplus · Accepted Answer

Observability is the extent to which the benefits or results of a product or innovation can be observed and communicated to others. By embedding brand messages in social games, marketers are making their brand visible to players and increasing the observability of their brand message, which can influence consumer behavior.

When Marketers Embed Brand Messages in Social Games, They Are