Holly is a consumer researcher who assumes that consumers often make purchases and reach decisions based on the affect, or feeling, attached to the product or behavior under consideration. Which decision making perspective is Holly advocating?
A) rational decision making perspective
B) experiential decision making perspective
C) behavioral influence decision making perspective
D) extended decision making perspective
E) social decision making perspective

Question

Quizplus · Accepted Answer

Holly is advocating for the experiential decision making perspective, which posits that consumers often make decisions based on their feelings or experiences with a product or behavior. This is in contrast to the rational decision making perspective, which assumes that consumers carefully weigh the pros and cons of each option before making a decision. The behavioral influence decision making perspective focuses on how external factors, such as social norms or marketing messages, influence consumer behavior. The extended decision making perspective is used to describe complex or high-stakes decisions that may involve extensive research and evaluation. The social decision making perspective focuses on how group dynamics and social interactions can influence decision making.

Holly Is a Consumer Researcher Who Assumes That Consumers Often