Consumer decision-making

Wendy Gordon

Wendy Gordon, founder and partner at Acacia Avenue research and strategy consultancy, confronts some traditional theories of consumer decision-making and explains how recent research is modifying our understanding.

Consumer Decision-Making

Wendy Gordon Acacia Avenue

How people make decisions about which brands and products to buy still seems to be one of the great undiscovered secrets in our world of advertising, marketing and research. Despite electronic libraries full to the brim with information from focus groups, usage and attitude studies, tracking, observation and ethnographic studies, our understanding of how people make decisions remains elusive. In fact we appear to be less and less certain about how people really make decisions and even less confident about how we can influence the process.

In some ways, understanding consumer decision-making...

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