Ruben is a product manager for a product sold to customers who have recently reached the retirement age. His research has consistently told him that his customers do not want to think of themselves as old. According to self-image congruence models, which of the following would be the best slogan for Ruben's product?

Question

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According to self-image congruence models, customers prefer products that match their self-image or desired self-image. Ruben's research shows that his customers do not want to think of themselves as old, so a slogan that emphasizes staying active and enjoying life would match their desired self-image and be more appealing than a slogan that emphasizes aging or sickness. Choice A emphasizes the idea of aging, choice B references children, and choice D focuses on addressing health issues, so they are not as congruent with Ruben's customers' desired self-image.

Ruben Is a Product Manager for a Product Sold to Customers