Gary illustrated how consumers draw from their organized collection of beliefs or feelings when making a purchase decision. Among his beliefs were that colognes heightened romantic appeal, that fancy French-sounding names were feminine, and that thick cloying scents were like those his old aunts would use. The black bottle of Drakkar Noir was exotic, mysterious-looking, just right. His evaluations stem from his:
A) schemas.
B) icons.
C) historic imagery.
D) tactile cues.

Question

Quizplus · Accepted Answer

Gary's evaluations are based on schemas, which are organized collections of beliefs and feelings that a person has about objects, ideas, people, situations, etc. These influence how he perceives and interprets information, in this case, leading him to make a purchase decision based on his pre-existing beliefs and feelings about colognes.

Gary Illustrated How Consumers Draw from Their Organized Collection of Beliefs