Role theory takes the view that much of consumer behavior resembles actions in play.

Question

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Role theory suggests that consumers often adopt different roles or personas when engaging in consumption activities, similar to how people take on different roles in a play. This can include roles such as the knowledgeable expert, the bargain hunter, the indulgent pleasure-seeker, or the responsible parent, among others. These roles help consumers navigate their choices and behaviors in different consumption contexts.

Role Theory Takes the View That Much of Consumer Behavior