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.

Assignment:

$1.$ Using each term above, explain in $3-5$ sentnces what it means. Define it$.$

$2.$ For each of the three perspectives, give at least one example of how that perspective affects a consumers buying decisions. Or in other words, identify a product that would most likely be purchased by that defined perspective. Example: Drinking a Pepsii $=$ experiential decision$-$making perspective. Come up with your own example.

$3.$ Can you think of a product or service that might involve more than $1$ perspective? Give an exmaple and explain why you think it might involve two$+$ perspectives?