Warc Briefing: Decision Making
Definition: Decision making is the cognitive process of selecting a course of action from among alternatives. In communications circles, the study of decision making has facilitated the development of analytical models of how to influence consumer behaviour.
Quick facts
- 70% of consumer decisions are made at the point of purchasei.
- Use of the internet speeds up consumers' decision making abilityii.
- Recent research has found that the type of flooring (carpet versus vinyl tiles) affects how consumers perceive products and therefore their decision makingiii.