Chen Lo uses a decision rule that says "Only buy well-known brand names" when selecting a set of golf clubs. He does not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________.
Social Studies · High School · Tue Nov 03 2020
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Chen Lo's purchasing pattern is an example of a consumer using a "brand loyalty" decision rule. Brand loyalty refers to the consumer's strong preference for a specific brand and a consistent tendency to purchase products from that brand over others. In this case, Chen Lo prioritizes well-known brand names when selecting golf clubs, demonstrating a preference for brands with which he is familiar and trusts.