Decision Making

How do consumers make decisions?

Decision Making


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.


Warc Exclusive, February 2015

This article provides marketers with information and guidance on researching consumers.


Paolo Antonetti and Stan Maklan, International Journal of Market Research, Vol. 57, No. 1, 2015
Scholars have documented that many consumers have positive attitudes towards responsible products but do not consistently buy these alternatives. In this paper we present a new perspective, based on categorisation theory, to examine the attitude–behaviour gap.

David Taylor, Market Leader, Quarter 1, 2015

This article discusses the the importance of brand familiarity, and argues that any changes to branding should be carefully considered and gradually implemented to ensure valuable brand associations in the memories of consumers are not lost in the change.


Rory Sutherland, Market Leader, Quarter 1, 2015

This article argues that good choice architecture is critical to helping people make better decisions - bad choice architecture encourages poor choices and frustrates users.


Tim Pritchard and Simon Wood, Admap, January 2015

This article examines loyalty in mobile phones, looking at how handset, operating system (OS) and network each command loyalty which is both separate and interacts with the others.


Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, October 2013

This article, the first part of a three-part series, describes how humans form habits and how they can be broken.


Jo Bowman, Event Reports, International Shopper Insights, November 2014

This event report looks at how concepts of psychology, neuroscience and behavioural economics can be applied to the retail format.


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report explores Nissan's emotionally-driven approach to marketing, which aims to foster a clear sense of excitement around the brand.

WARC RECOMMENDS


ARTICLE FOCUS

Unlock the strategic power of Behavioural Economics

The "nudge" factor in consumer decision making


WARC BRIEFING

Decision Making

Theories and trends in how we make choices


ARTICLE FOCUS

Confirmation bias

How emotional attachment to a brand governs decisions