Which role typically has the responsibility for gathering information and evaluating options but does not have final purchase authority?

• A. Users
• B. Influencers
• C. Gatekeepers
• D. Buyers

Answer: (B)

In a buying decision, the role that gathers information and weighs different options but doesn’t have final purchase authority is the influencer. Influencers bring knowledge and expertise, research alternatives, compare features, prices, and capabilities, and shape the criteria used by decision-makers. They provide the input that helps others decide what to purchase, but the actual stamp of approval or the final purchase authority rests with the buyer or the ultimate decision-maker.

Gatekeepers, by contrast, control access to those decision-makers and filter what information reaches them, rather than systematically evaluating options. Users are the people who will use the product and may voice needs and preferences, but they aren’t typically the primary evaluators of options. Buyers have the authority to finalize the purchase, so they’re the ones who consent to the deal after weighing the input from influencers and others.