As consumers get older, the value they receive from certain consumer behaviours often changes. For example, some older consumers do not have as much fun attending music festivals and concerts as they did when they were younger. In this case, what type of variable is age?
A) constant
B) dependent
C) moderating
D) situational

Question

Quizplus · Accepted Answer

Age is a moderating variable because it influences the strength or direction of the relationship between consumer behavior (e.g., attending music festivals) and the value derived from it. As consumers age, their preferences and enjoyment levels may change, affecting how they perceive the value of such activities.

As Consumers Get Older, the Value They Receive from Certain