Which of the following is characteristic of what Rob Walker describes as the "click" phenomenon?

A) Consumers identify themselves with their brand choices.
B) Consumers are more likely to interact with a brand via the Internet.
C) Consumers are no longer captive audiences in the way they once were.
D) An angry consumer may publically condemn a product or brand.

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Kiera Natasha · Accepted Answer

Final Answer : C, Explanation :  The click phenomenon, according to Rob Walker, refers to the ability for consumers to easily click away from an advertisement or brand message if they are not interested or engaged. This means that consumers are no longer captive audiences in the way they once were, as they have more control over what they engage with online. Choices A and B may be true, but they do not specifically relate to the click phenomenon as described by Walker. Choice D is not necessarily characteristic of the click phenomenon, as public condemnation of a product or brand can happen regardless of the medium.

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