A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in what type of decision-making?
A) cognitive decision-making
B) limited decision-making
C) habitual decision-making
D) affective decision-making

Question

Quizplus · Accepted Answer

When a customer is buying an unfamiliar product that carries a fair degree of risk, they are likely to engage in cognitive decision-making, which involves gathering all available information, considering alternatives, weighing pros and cons, and making a deliberate, rational decision. This type of decision-making is more common for high-involvement purchases, where the consumer is highly motivated to carefully evaluate the options. Limited decision-making and habitual decision-making are more appropriate for low-involvement purchases where the consumer does not invest much time or effort in choosing among alternatives. Affective decision-making refers to emotional or impulsive decision-making, which may be less appropriate for products that carry a fair degree of risk.

A Customer Buying an Unfamiliar Product That Carries a Fair