When Richard decided to buy a car, he chose a model with the highest safety rating that he could get in his budget. Richard's choice is most likely based on _____.
A) hedonic motivation
B) utilitarian criterion
C) affect-based evaluation
D) conjoint analysis

Question

Quizplus · Accepted Answer

Richard's focus on safety suggests his decision was made based on practicality and a desire to maximize the benefits of his purchase (i.e. protection and security). This aligns with a utilitarian criterion as the basis for decision-making.

When Richard Decided to Buy a Car, He Chose a Model