Consumer decision-making: Implications of time-pressured consumers

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.

Consumer decision-making: Implications of time-pressured consumers

Colin Strong

Time-pressured consumers act within a hierarchy of priorities, where the most enjoyable and speedy online shopping activities gain precedence. To address this, brands need to understand the effects of increased time pressure on consumers, including the mechanism of fast and frugal decision-making.

In a recent meeting, I asked how many there had switched energy supplier in the past year. Given it was a room of people aware of the benefits of switching and more than able to consider and execute on the options, I might have expected one or two to have...

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