# Explain the five roles in consumer decision-making.

Subject: Advertising and Public Relations

Exam: M2

Reader: https://deep-learning-study-room.vercel.app/apr/#m2/papers/m2-questions/strategy-roles

Canonical: https://deep-learning-study-room.vercel.app/read/apr/m2/papers/m2-questions--strategy-roles/

Short exam answers with examples

### Practice question. Explain the five roles in consumer decision-making. [3 practice marks]

#### Answer

1. Initiator proposes the purchase.
2. Influencer advises or shapes preference.
3. Decider selects the choice.
4. Purchaser completes the transaction.
5. User uses the product. These roles may overlap within one person.

#### Illustrative example · Buying a student’s laptop

The student proposes replacing a slow laptop (initiator). A knowledgeable friend recommends specifications (influencer). Student and parent select a model (deciders). The parent places the order (buyer). The student uses it (user).