George is buying his first house. He has spent a month looking at houses and comparing attributes such as price and location. He has contacted several real estate agents to look at different types of houses. George is most likely exhibiting ________.

Question

Quizplus · Accepted Answer

George's behavior is complex buying behavior because he is spending a significant amount of time and effort on research, comparing attributes such as price and location, and contacting multiple real estate agents. This type of behavior is common when the purchase involves a significant amount of money, risk, and/or emotional investment. Variety-seeking buying behavior, on the other hand, refers to a desire for new experiences or variety in purchases, which is not evident in the scenario. Consumer capitalism and marketing myopia are not relevant to George's behavior. Dissonance-reducing buying behavior occurs after the purchase, when the consumer seeks to reduce any cognitive dissonance or regret about the decision.

George Is Buying His First House