What is an example of direct experience in consumer behavior?

Direct experience in consumer behavior refers to the situation where a consumer engages with a product or service firsthand, allowing them to form judgments based on their own sensory perceptions. Trying a product in-store perfectly exemplifies this concept because it involves physically interacting with the product. This hands-on experience allows consumers to evaluate attributes such as comfort, taste, effectiveness, or suitability, leading to more informed purchasing decisions.

In contrast, the other options involve indirect experiences. Reading product reviews online, watching advertising videos, and discussing a product with friends do not provide the consumer with personal interaction with the product itself; instead, they are based on secondhand information. This means that they lack the immediacy and personal insight gained from direct experience. Therefore, trying a product in-store stands out as the only option that represents direct engagement with the product.