Who controls information flow into the household in the household purchase process?

Question

BlackTom AI · Accepted Answer

To tackle this question, start by identifying the role each term typically plays in the household purchase process.
Option 1: Influencer — An influencer often sways opinions or attitudes and can affect perceived value, but they are not the primary controller of information flow within the household's purchase process. Their impact is more about shaping preferences rather than controlling the information that enters the decision ecosystem.
Option 2: Gatekeeper — This is the person who manages and mediates the information that reaches other household members. They filter sources, determine what data is considered, and guide which alternatives are examined, effectively controlling the flow of information into the decision path.
Option 3: Purchaser — The purchaser is the individual who completes the transaction, but they are typically downstream in the flow of information. They react to information that has already been gathered and filtered, rather than controlling what information is considered.
Option 4: User — The user consumes or benefits from the product after purchase. They do not usually control the information that shapes the household’s initial evaluation and choices.
Option 5: Decision maker — The decision maker has final authority over the choice, but in many models, the gatekeeper role precedes and shapes what options reach the decision maker, meaning the gatekeeper controls information inputs that inform the decision.
Taken together, the most accurate characterization of who controls information flow into the household in the household purchase process is the gatekeeper, as this role governs which information is allowed into consideration and how it is presented to others involved in the decision.

MKTG-2910-2 CB quiz 8

Who controls information flow into the household in the household purchase process?

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