One reason consumers may use the affect referral model of evaluating alternatives is that they may have already used the multiattribute approach to evaluate the alternatives for a previous purchase situation.

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The affect referral model is often used when consumers have limited knowledge or experience with a product, or when the products being compared are complex or difficult to understand using a rational decision-making process, such as the multiattribute approach. Therefore, it is possible that consumers may have used the multiattribute approach before, but find that it is not suitable for their current purchase situation, leading them to use the affect referral model instead.

One Reason Consumers May Use the Affect Referral Model of Evaluating