The view that consumers carefully gather, integrate, and weigh all the information available about a product before making a purchase decision is known as the:
A) rational perspective.
B) experiential perspective.
C) interpretative perspective.
D) behavioural influence perspective.

Question

Quizplus · Accepted Answer

The rational perspective posits that consumers engage in a thorough information search, carefully evaluating different attributes and alternatives before making a purchase decision. This view assumes that consumers are primarily motivated by cognitive processes and make decisions based on logical and rational evaluation of product features and benefits.

The View That Consumers Carefully Gather, Integrate, and Weigh All