NAIL POLISH MINI CASE: Charles Revson, builder of the Revlon cosmetics empire, began as a manufacturer of nail polish.In order to expand the market for nail polish, he positioned nail polish as a fashion accessory, introducing new colors every year and suggesting that a woman's nail polish should match her clothing, moods, and social situations.Competing on the basis of perceived quality and greater satisfaction of women's needs for fantasy and attention, Revson understood that he was not selling women mere nail lacquer, but the fantasy that nail polish would attract attention and bestow class and glamour on the user.
-In the NAIL POLISH MINI CASE,Sophia buys Revlon nail polish,even though the brand does not offer the lowest price for the highest volume of nail polish,because wearing Revlon makes her feel glamorous and successful.In doing so,Sophia is acting on ________.

Question

Quizplus · Accepted Answer

Sophia's decision to buy Revlon nail polish, even though it may not offer the best value in terms of price per volume, is driven by her emotional motives. She feels glamorous and successful when wearing Revlon, which satisfies her need for fantasy and attention. Therefore, her decision is based on emotional satisfaction rather than rational analysis or utilitarian benefits.

NAIL POLISH MINI CASE: Charles Revson, Builder of the Revlon