When applying the bought last rule, which alternative should you select?

Choosing the alternative you used last when applying the bought last rule leverages the principle of familiarity and comfort in consumer decision-making. This rule suggests that consumers are likely to select a product or service they've previously purchased, as it reduces perceived risk and uncertainty. This behavior is often driven by the positive experience associated with the prior purchase, which can lead to a sense of trust in the product or brand.

In contrast, the other options may not offer the same level of personal assurance. While selecting the least expensive alternative can appeal to budget-conscious consumers, it doesn't consider the quality or satisfaction derived from the experience of a previous purchase. Similarly, choosing the option recommended by an expert could be valuable in terms of informed decision-making, but it lacks the personal connection and trust built from past experiences. Lastly, selecting the option that comes with a discount may be attractive for its immediate financial benefit, but it doesn't guarantee satisfaction or reliability based on prior interactions. Thus, the bought last rule emphasizes the importance of previous experiences in shaping consumer behavior, making the last used option the preferred choice.