American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

Is it important to establish a sense of ownership in the audience of a product?

1. True

2. False

The correct answer is: False

Establishing a sense of ownership in the audience regarding a product is actually important in marketing, making the answer "True" the correct perspective. When consumers feel a sense of ownership over a product, they are more likely to develop an emotional connection with it. This connection can lead to increased brand loyalty, greater customer satisfaction, and a stronger likelihood of repeat purchases. Creating a sense of ownership can be achieved through various strategies, such as engaging customers in the product creation process, customizing products to fit their preferences, or involving them in community discussions about the brand. When consumers feel that they have a stake in a product—whether through personal involvement, customization, or community—this enhances their overall perception of the brand and motivates them to advocate for it, both online and offline. In contrast, not fostering a sense of ownership may result in customers feeling indifferent or disconnected from the brand, reducing the chances of them becoming loyal advocates or repeat buyers. Therefore, the idea that establishing such feelings is unimportant contradicts effective marketing principles and best practices.