The theory in which consumers make their own alternatives on the basis of benefits and failure is classified as_________?
Correct answer: A. prospect theory
- A. prospect theory
- B. integration theory
- C. segregation theory
- D. alternative theory
Explanation
Prospect theory explains how consumers evaluate alternatives as gains or losses relative to a reference point, which makes perceived benefits and failures important. Its central ideas include loss aversion and different reactions to gains and losses.
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