Some researchers have challenged the belief-behavior link in low involvement situations.Robert Zajonc and others believe that consumers can make a decision based primarily on
A) cognitions.
B) schemas.
C) associations.
D) feelings.
E) spreading activation.

Question

Quizplus · Accepted Answer

According to Robert Zajonc and his colleagues, when consumers have low involvement with a product or service, their affective (emotional) responses, rather than their cognitive processes, are more likely to influence their decisions. In other words, consumers may rely on their feelings or gut reactions to guide their behavior in such situations. Therefore, choice (D) "feelings" is the best answer.

Some Researchers Have Challenged the Belief-Behavior Link in Low Involvement