When the marketer communicates information about what others believe the consumer should do,a _________________ is being communicated.
A) consistency motive
B) descriptive norm
C) affiliation goal
D) injunctive norm

Question

Quizplus · Accepted Answer

Injunctive norms are social norms that communicate what behavior is approved or disapproved by others in a given situation. When a marketer communicates information about what others believe the consumer should do, they are communicating an injunctive norm. For example, an advertisement that says "9 out of 10 dentists recommend this toothpaste" is communicating an injunctive norm by implying that using the toothpaste is the approved behavior by dental professionals.

When the Marketer Communicates Information About What Others Believe the Consumer