Define: Brand Pessimist
Brand Pessimist
A consumer who, when prompted, will question the merits of a given brand.
This week’s term:
Acceptable Price Range: Consumers expectation regarding the price of a product and/or category; consumers are unwilling to buy goods that are priced too low, for fear that the product will be inferior, or too high because the expected benefit is believed not to be worth the price.
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