Final Answer:
The step in the consumer purchase decision process where consumers ask their friends for insights on whether to purchase a particular product is called Social Influence.Option D
Step-by-step explanation:
Social influence is the process by which consumers are influenced by the opinions, attitudes, and behaviors of others when making a purchase decision. This can include asking friends, family, or colleagues for recommendations or feedback on a product. Social influence can be a powerful factor in consumer decision-making, as people are often more likely to trust the opinions of those they know and respect.
There are several reasons why social influence is an important step in the consumer purchase decision process. First, it allows consumers to gather information about a product from people who have first-hand experience with it. This can be particularly useful when there is a lack of information available about a product online or in advertisements. Second, social influence can help consumers to identify potential risks or drawbacks associated with a product, as well as any benefits or advantages. Finally, social influence can provide consumers with a sense of social proof, which can increase their confidence in their purchase decision.
According to a study published in the Journal of Consumer Research, social influence can have a significant impact on consumer purchase decisions, particularly when it comes to products that are perceived as being risky or uncertain (Huang and Luo, 2019). Another study published in the Journal of Marketing found that social influence can be particularly influential in the context of online purchases, where consumers may be more likely to rely on recommendations from others when making a decision (Tse, 2018).
So correct option is D. Social influence