CLEP Marketing

Answer: E - Marketers understand that consumers purchase some products and services based on the potential for physiological thrills, such as through sports, based on the theory of Optimal Stimulation Level (OSL). The OSL states that most individuals seek a moderate level of stimulation and would avoid activities or products that offer too much or too little stimulation. This information is important to marketers of products, as the majority of people fall into the moderate category, while a few seek high levels of stimulation through such activities as extreme sports.