Which trait represents the tendency for consumers to focus on maximizing what is received from a transaction as compared to what is given?

Question

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Value consciousness is the trait that represents the tendency for consumers to focus on maximizing what is received from a transaction as compared to what is given. Value-conscious consumers are always looking for the best deals and are willing to sacrifice certain features or brands if they can get a better overall value. Materialism refers to the importance consumers place on acquiring and owning material possessions, while conscientiousness refers to the level of responsibility and attention to detail a person exhibits in their behavior. Bargaining proneness is the degree to which a consumer enjoys negotiating the price of goods or services.

Which Trait Represents the Tendency for Consumers to Focus on Maximizing