Traditionally, consumer researchers have approached the study of decision making from a rational perspective.

Question

Quizplus · Accepted Answer

Historically, consumer researchers have seen decision-making as a rational process, with people carefully evaluating options and choosing the option that maximizes their utility. However, more recent research has highlighted the role of emotions, heuristics, and other non-rational factors in shaping consumer decisions.

Traditionally, Consumer Researchers Have Approached the Study of Decision Making