What is assumed in the experiential decision-making perspective?
A) Consumers diligently gather information about purchases, carefully compare alternatives, and make informed decisions.
B) Many decisions are actually learned responses to environmental influences.
C) Consumers often make purchases and reach decisions based on the affect, or feeling, attached to the product or behaviour under consideration.
D) Consumers focus on utilitarian value rather than hedonic value.

Question

Quizplus · Accepted Answer

The experiential decision-making perspective assumes that consumers often make purchases and reach decisions based on the affect, or feeling, attached to the product or behaviour under consideration. This perspective emphasizes the role of emotions and feelings in decision making, rather than rational and deliberate information processing.

What Is Assumed in the Experiential Decision-Making Perspective