Decision Making

How do consumers make decisions?

Decision Making


Rachelle Headland, Warc Exclusive, July/August 2015

This Speed Read reviews and summarises the book 'The Business of Choice', by Matthew Willcox.


Colin Strong, Admap, June 2014

This article argues that marketers need to pay more attention to the time it takes to navigate and choose their product because people feel increasingly time poor.


Leigh Caldwell, International Journal of Market Research, Vol. 57, No. 3, 2015
Traditional choice-based conjoint methods are based on an unrealistically rational model of consumer decision-making. These methods work accurately only if we assume that consumers can process all the information given to them, weigh it up and make a calculated, accurate decision.

Elina Halonen, ESOMAR, Asia Pacific, Singapore, May 2015

This paper looks at how culture can influence consumer decision making and how applications of behavioural economics can be adapted for the Asian context.


Lara Stocchi, Melissa Banelis and Malcolm Wright, International Journal of Market Research, Digital First, May 2015
This research proposes a new method for computing consideration set size as the sum of the associative penetrations (or the 'mental' repertoire). This multi-cued non-attitudinal measure represents the chances of retrieving brands from memory, or the average number of salient brands.

Carol Foley, Admap, May 2015

This article introduces a new planning tool developed by Leo Burnett to join the dots between the plethora of online, offline and non-media-specific behaviours in order to tailor content to context.


Kinetic, April 2015

This article explains how behavioural economics can be used to change behaviour, using evidence from an experiment in the Westfield shopping centre in the UK.


Bikram Jit Singh Mann and Supreet Kaur Sahni, International Journal of Market Research, Vol. 57, No. 2, 2015
The study investigates the antecedents of status consumption pertaining to the wedding, which is considered to be one of the most celebrated events in a person’s life. The article explores the interrelationship between the dimensions of lifestyle and brand consciousness, and the constructs related to conspicuous consumption, status consumption and self-expression.

Rob Ellis, Market Leader, Quarter 2, 2015

This article draws on a new study to explain how cars are really purchased and illustrate the flaws in the dominant funnel purchase model.

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