While shopping for a new dress to wear at her high school reunion, Gemma buys an expensive designer dress because of the prestige associated with the designer brand. She wants to convey to her old classmates that she is rich and successful. Gemma most likely decided on the dress on the basis of _____.
a.
hedonic criteria
b.
enduring involvement
c.
conjoint analysis
d.
temporal factors

While shopping for a new dress to wear at her high school reunion, Gemma buys an expensive designer dress because of the prestige associated with the designer brand. She wants to convey to her old classmates that she is rich and successful. Gemma most likely decided on the dress on the basis of hedonic criteria.

Hedonic purchase are made to feel pleasure, fun and luxury. This purchase are meant for maintaining social status. It is opposite to the utilitarian purchase which are made for nessesities and basic need of life. Hedonic purchase are influnced by peer group, society and self ego.

Hence, the given case Gemma most likely decided on the dress on the basis of Hedonic criteria.