Warc Briefing: Decision Making

This briefing offers an overview of the history, theories and key trends related to decision making by consumers.

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.

History and future outlook...

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