A consumer chooses a competing choice, rather than a previously purchased choice, on the next purchase occasion. This behavior is called _____.

Question

BlackTom AI · Accepted Answer

The question presents a scenario where a consumer, on the next purchase occasion, opts for a competing choice instead of a previously purchased one. This describes a shift away from a prior brand or product toward an alternative, which aligns with the concept of switching.
Option 1: infiltrating. Infiltrating generally refers to secretly entering an organization or system to influence outcomes, not a consumer’s switching between products in a marketplace. This choice misapplies a term from organizational or social tactics to consumer choice behavior.
Option 2: switching. This label captures exactly the described behavior: moving from a previously chosen product to a competing option on a subsequent occasion. It reflects a change in preference or evaluation from one offering to another.
Option 3: hoarding. Hoarding describes collecting and holding large quantities of items, often beyond immediate need, rather than switching between brands or products during purchases. It does not describe changing choices across occasions.
Option 4: shilling. Shilling involves deceptive promotional activity, like pretending to be a satisfied customer to sway others, rather than a consumer’s own switching between products. It’s about manipulation, not the act of changing purchases.
Option 5: culture jamming. Culture jamming is a form of social or political critique through parody or subversive messaging, not a term that explains a consumer’s choice behavior between competing products.
Thus, by process of elimination and alignment with the described behavior, the scenario corresponds to switching behavior.

MKTG-2910-2 CB quiz 15

A consumer chooses a competing choice, rather than a previously purchased choice, on the next purchase occasion. This behavior is called _____.

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