Which group is less influenced by advertising?

• A. Full Nest II
• B. Newly Married
• C. Bachelor
• D. Empty Nest I

Answer: (A)

Advertising impact varies by life-stage, because different households have different buying priorities and levels of brand loyalty. In Full Nest II households, the family is larger and more established, with routines and long-standing purchase patterns. Decisions are planned, budgets are constrained by family needs, and buyers stick to familiar brands they trust. That means general advertising messages often don’t shift their choices as much as they do for other groups. They rely more on value, promotions, and prior experience than on new ad campaigns.

By contrast, groups like those starting a household or single buyers tend to be more open to trying new products and responding to promotional messaging as they form new routines. Empty Nest groups may respond differently again, but the stable, routine-driven nature of Full Nest II makes them less swayed by advertising.