Asked by Carlos Murray on May 19, 2024
Verified
Brian is a product manager for a product sold to mature customers. His research has consistently told him that his customers do not want to think of themselves as old. According to self-image congruence models, which of the following would be the best slogan for his product?
A) "Isn't it Time to Act Your Age?"
B) "This is Not Your Children's Product"
C) "Enjoy Life to its Fullest"
D) "Better for What Ails You"
Self-Image Congruence Models
Theoretical frameworks suggesting consumers prefer products or brands that closely match their personal image or identity.
Mature Customers
Consumers who are generally aged 55 years and older, often possessing distinct purchasing habits and preferences.
- Comprehend the role of self-image congruence in consumer behavior.
Verified Answer
JB
Jonterria BarrinoMay 21, 2024
Final Answer :
C
Explanation :
Self-image congruence models suggest that consumers prefer products that match their own self-concept. Since Brian's research indicates his customers do not want to think of themselves as old, a slogan like "Enjoy Life to its Fullest" is positive and age-neutral, appealing to their desire to feel youthful and active.
Learning Objectives
- Comprehend the role of self-image congruence in consumer behavior.