Problem: According to Itamar Simonson and Emanuel Rosen, the shift towards absolute value means that: The influence of O (Opinion of Others) and Prior Preferences (P) will increase while the influence of Marketers (M) will decrease. Consumers are better able to predict the experienced quality of a product. Consumers will become more prone to irrational decision making. The influence of marketers (M) will increase.Which of the below statements about brand personality is false? Which of the below statements about brand personality is false? It refers to the set of human-like traits people attribute to a brand. It is rooted in basic tendency of anthropomorphism. Aaker's brand personality framework is generalizable across product categories. Consumers are more likely to choose sophisticated brands than brands that are high on other personality dimensions.