In household decision making, the individual who persuades when alternatives are being evaluated and helps consider the criteria and final purchase choice is the:

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The individual who persuades when alternatives are being evaluated and helps consider the criteria and final purchase choice is known as an influencer. This person may have more knowledge or expertise about the product or service, and may use their influence to sway the decision of the group towards a particular option. The other options - information gatherer, initiator, and child - do not fit the description of this particular household decision-making role.

In Household Decision Making, the Individual Who Persuades When Alternatives