Pluto Inc., a dairy products manufacturer, recognizes that many customers are passive learners and are generally averse to active information seeking. In order to reach out to these customers, the company incorporated jingles and slogans in its ads. In this scenario, Pluto is assuming that customers make purchases based on the _____ hierarchy.
A)standard learning
B)low-involvement
C)dissonance/attribution
D)habit formation
E)informative processing

Question

Quizplus · Accepted Answer

The scenario suggests that Pluto Inc. is targeting customers who are passive learners and averse to active information seeking. This implies that these customers have low involvement and are not motivated to engage in extensive information processing or decision making. Thus, Pluto is assuming that customers make purchases based on the low-involvement hierarchy, which involves simple decision making based on heuristic cues such as jingles and slogans.

Pluto Inc, a Dairy Products Manufacturer, Recognizes That Many Customers Are