Social influences on consumer buying decisions are most likely to help in:

a. reducing a feeling of uncertainty among consumers.
b. making impulse purchase decisions.
c. recognizing one's feelings and formulating opinions.
d. shaping human behavior as they are transmitted from one generation to the next.

ANSWER: a

Many consumers seek out the opinions of others to reduce their search and evaluation effort or uncertainty, especially as the perceived risk of the decision increases. Consumers interact socially with reference groups, opinion leaders, and family members to obtain product information and decision approval, leading to social influences on consumer buying decisions.