Consumer researchers view the decision$-$making process from three perspectives:

The rational decision$-$making perspective

The experiential decision$-$making perspective

The behavioral influence decision$-$making perspective

It is important to remember two important aspects of these perspectives. First, each perspective serves as a theoretical framework from which decision making can be viewed. That is$,$ the perspectives pertain to how consumer researchers view the decision$-$making process, and they are not consumer decision$-$making approaches. Second, most consumer decisions can be analyzed from a combination of these perspectives.