Which of the following statements is FALSE regarding consumer decision making?
A) The basic consumer behavior consumption process revolves around value-seeking activities that consumers perform as they go about satisfying needs.
B) Consumers always proceed through five steps in the decision making process.
C) Choice does not necessarily mean identifying what brand of product to buy.
D) Both utilitarian value and hedonic value are associated with consumer decision making.
E) Almost all consumer decisions revolve around goal-pursuit.

Question

Quizplus · Accepted Answer

Consumers do not always proceed through five steps in the decision making process. Although the five-step decision-making process is a widely accepted framework, it is not applicable to every situation or purchase. Sometimes consumers skip or repeat steps, and in other cases, they may make decisions impulsively without going through all the steps.

Which of the Following Statements Is FALSE Regarding Consumer Decision