Which type of consumer choice process emphasizes feelings over rational evaluation?

The affective choice process is characterized by the emphasis on emotions and feelings in decision-making rather than a strict focus on logical analysis and evaluation of attributes. In this type of process, consumers rely more on their emotional responses and overall impressions rather than detailed comparisons of features or attributes of the options available.

During an affective choice, consumers may be influenced by how a product makes them feel, the emotional connection they have with a brand, or even social influences that evoke particular feelings. This approach often leads to decisions based on intuition and personal sentiment, which contrasts with processes focused on weighing the pros and cons of alternatives in a structured or analytical manner.

In consumer behavior, acknowledging the affective choice process is important as it highlights how emotions can significantly drive purchasing decisions, sometimes leading to purchases that may not be the most rational from a logical perspective, but align closely with personal feelings or experiences.