While shopping for a new dress to wear at her high school reunion, Gemma buys an expensive designer dress because of the prestige associated with the designer brand. She wants to convey to her old classmates that she is rich and successful. Gemma most likely decided on the dress on the basis of _____.

Question

Quizplus · Accepted Answer

Gemma's decision to buy an expensive designer dress to convey prestige and success to her old classmates is tied to hedonic criteria, which relates to emotional, symbolic, and aesthetic attributes associated with the brand.

While Shopping for a New Dress to Wear at Her