FURNITURE MINI CASE: Andrews Mountain Furniture is a manufacturer of home furnishings in eastern North Carolina. Andrews has been in business for 150 years and its advertising emphasizes the company's long history of production and sales in the United States. It also encourages cross-generational brand loyalty within families by suggesting adults should buy the same furniture that their parents had in their homes.
-In the FURNITURE MINI CASE, Andrews Mountain Furniture is most likely to appeal to consumers who are ________ and value tradition over novelty.

Question

Quizplus · Accepted Answer

Andrews Mountain Furniture's emphasis on its long history and the promotion of cross-generational brand loyalty suggest it appeals to consumers who are high in dogmatism. These consumers are likely to be more closed-minded towards change and innovation, preferring tradition and the familiar, which aligns with the company's marketing strategy.

FURNITURE MINI CASE: Andrews Mountain Furniture Is a Manufacturer of Home