Consumers who purchase only popular brands because of insecurity are most likely influenced by the _____ motive.
A) causation
B) assertion
C) consistency
D) ego-defense
E) none of the above

Question

Quizplus · Accepted Answer

The ego-defense need is activated when one's identity is threatened, motivating the person to protect his or her self-concept and utilize defensive behaviors and attitudes.

Consumers Who Purchase Only Popular Brands Because of Insecurity Are