When is a consumer most likely to engage in cognitive decision-making?
A) This decision mode is most common when the decision is related to the person's self-concept and the outcome has a high degree of risk.
B) This decision mode is most common when the decision is related to the person's past behavior and product reinforcements.
C) This decision mode is most common when acceptable products are already contained within the consumer's evoked set.
D) This decision mode is most common when the decision is related to products that are considered to have low self-concept involvement.

Question

Quizplus · Accepted Answer

Cognitive decision-making is most likely to occur when the decision involves the consumer's self-concept and has a high risk, as the consumer is likely to engage in extensive information processing in order to make a decision that aligns with their values and reflects positively on their self-concept.

When Is a Consumer Most Likely to Engage in Cognitive