Which of the following decision-making perspectives assumes that consumers often make purchases and reach decisions based on the affect, or feeling, attached to the product or behavior under consideration?
a. rational decision-making perspective
b. experiential decision-making perspective
c. functional decision-making perspective
d. behavioral influence decision-making perspective
e. implemental decision-making perspective

The correct answer is a. Rational decision-making perspective.

Explanation:

The rational model pursues the constitution of a process of choice among alternatives to maximize the benefits of the organization. It includes a broad definition of the problem, an exhaustive collection and analysis of the data, as well as a careful evaluation of the alternatives. Andreu, in the year (2001), affirms that the criteria for evaluating alternatives are well known and assumes that the generation and exchange of information between individuals is objective and precise. Therefore, the rational decision-making model is based on 3 explicit assumptions:

- All available information related to the alternatives has been obtained.

- These alternatives can be classified according to explicit criteria.

- The selected alternative provides the maximum possible profit for the organization (or for decision makers).

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