* Low-involvement decisions: Consumers are also more likely to rely on feelings when making decisions that are low in involvement. This is because they have less information to process, so they may be more likely to base their decision on how they feel about the product. For example, a consumer may be more likely to rely on feelings when choosing a brand of cereal than when choosing a brand of toothpaste.
* When they are feeling overwhelmed: Consumers may also be more likely to rely on feelings when they are feeling overwhelmed. This is because they may not have the cognitive resources to process all of the information available to them, so they may simply base their decision on how they feel. For example, a consumer may be more likely to rely on feelings when choosing a restaurant when they are feeling hungry and tired.
* When they are lacking information: Consumers may also be more likely to rely on feelings when they are lacking information. This is because they may not have the knowledge they need to make a rational decision, so they may simply base their decision on how they feel. For example, a consumer may be more likely to rely on feelings when choosing a brand of deodorant when they are not familiar with the different brands.
