Question

Enrique has just purchased a new 4K TV, the best and latest technology available for viewing. A few days later he reads a report saying that a better technology for television is due on the market in six months at half the price. He thinks this is hogwash, and stops reading the report halfway through. This is an example of:

A) Perceptual Defence.
B) Postpurchase dissatisfaction.
C) Customer sensitivity.
D) Consumer advocacy.

Answer 1

Enrique's refusal to acknowledge information about upcoming TV technology at a lower price is an example of Perceptual Defense, which occurs when an individual avoids uncomfortable information that contradicts their beliefs.

Step-by-step explanation:

When Enrique stops reading the report about a better TV technology coming out soon at a lower price and chooses to dismiss it as 'hogwash', it's an example of Perceptual Defense. This psychological concept happens when a person avoids or distorts information that is threatening, uncomfortable, or inconsistent with their existing beliefs and perceptions, in this case, Enrique's belief in the value of his new 4K TV purchase.

In this scenario, Enrique may experience cognitive dissonance because the new information challenges the 'rightness' of his recent purchase. Instead of processing this potentially distressing information, he protects his prior decision by dismissing the new information.

It's important to note that the information asymmetry present in the market can often lead to situations like this, where consumers make decisions based on imperfect or incomplete information. Additionally, the role of price as an indicator of quality can sometimes mislead consumers, as higher prices do not always guarantee superior quality. In consumer behavior, caveat emptor ('let the buyer beware') reminds us to be vigilant and critical of advertising claims and market information.