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 behaviour under consideration. Which decision making perspective is Holly advocating?
A) rational decision-making
B) experiential decision-making
C) behavioural influence decision-making
D) social decision-making

Question

Quizplus · Accepted Answer

Holly is advocating the experiential decision-making perspective, which suggests that consumers often make decisions based on the affect or feeling associated with the product or behaviour, rather than a rational evaluation of its attributes.

Holly Is a Consumer Researcher Who Assumes That Consumers Often