Which decision-making perspective assumes that consumers diligently gather information about purchases, carefully compare various brands of products on salient attributes, and make informed decisions regarding what brand to buy?
A) rational decision making perspective
B) experiential decision making perspective
C) behavioral influence decision making perspective
D) extended decision making perspective
E) intensive decision making perspective

Question

Quizplus · Accepted Answer

The rational decision making perspective assumes that consumers take a logical approach to decision making, gathering and analyzing information before carefully choosing the brand that best meets their needs. This approach is more likely to be used in situations where the product is high-involvement and expensive, such as buying a car or home appliance.

Which Decision-Making Perspective Assumes That Consumers Diligently Gather Information About