Wendy generally buys tuberoses because she likes their fragrance. She purchases them even though they are not as pretty as some other flowers. However, when she buys flowers for her friends, she chooses ornamental orchids, even though she is not particularly fond of orchids. Which of the following factors most likely guides Wendy's choice of flowers for her friends?
A) Situational influence
B) Affect-based influence
C) Conjoint analysis
D) Quantitative analysis

Question

Quizplus · Accepted Answer

Situational influence refers to the external factors that affect a consumer's decision-making process, such as the social context or occasion for the purchase. In this case, Wendy's choice to buy ornamental orchids for her friends may be influenced by the situational context of the gift-giving occasion, rather than her personal preferences or affect-based influence.

Wendy Generally Buys Tuberoses Because She Likes Their Fragrance