The cognitive view of consumer decision making depicts the consumer as submissive to the interests of marketers.

Question

Quizplus · Accepted Answer

The cognitive view of consumer decision making emphasizes that consumers are active information processors and decision makers who use their rational and cognitive abilities to make choices that maximize their utility. It assumes that consumers are not passive recipients of marketing messages, but rather actively seek out and process information to make informed decisions. Therefore, the consumer is not submissive to the interests of marketers in this view.

The Cognitive View of Consumer Decision Making Depicts the Consumer