The experiential decision-making perspective assumes that:
A) consumers diligently gather information about purchases, compare various brands, and make an informed decision.
B) many consumer decisions are learned responses to environmental influences.
C) consumers' decision-making processes invariably focus on utilitarian value.
D) consumers' behaviors are based on the sheer enjoyment involved with consumption.

Question

Quizplus · Accepted Answer

The experiential decision-making perspective assumes that consumers' behaviors are based on the sheer enjoyment involved with consumption, rather than their focus being solely on utilitarian value or diligent information gathering and comparison of brands. This perspective recognizes the role of emotions and feelings in consumer decision-making.

The Experiential Decision-Making Perspective Assumes That