The sociological perspective of ________ takes the view that much of consumer behaviour resembles actions in a play.
A)role theory
B)pastiche
C)interpretivism
D)psychographics

Question

Quizplus · Accepted Answer

Role theory suggests that individuals' behaviour is largely influenced by the social roles they occupy and the expectations that come with those roles. In the context of consumer behaviour, individuals may adopt certain roles (e.g. the role of a luxury car owner or a health-conscious shopper) and behave accordingly, as if they are playing a part in a larger social performance. This perspective can help explain why people often make purchases that are consistent with their social identity and the expectations of their social group.

The Sociological Perspective of ________ Takes the View That Much