What we know about consumer decision making

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

Consumer decision making is a surprisingly complicated issue to research as much of it is completed sub-consciously, it is instinctive and based on a series of subtle heuristics and bias. Cultural background and interest in the category will influence the decision making at various points across the path to purchase. Brands are advised to use decision making analysis to ensure that the choices they offer the consumer are timely and genuinely useful, that they aid rather than inconvenience the consumer.

Definition

Consumer decision making is the process by which consumers identify their needs, collect information, evaluate choices, and, finally, make...

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