Decision Making

Information and insights on how consumers make decisions

Decision Making

Daniel Finder and Gonzalo Barbieri, ESOMAR, Latin America, Buenos Aires, April 2014
This paper describes research which sought to understand how consumers in Latin America, and particularly Argentina, 'multi-screen' across different devices, and what this means for the path to purchase. It was found that there are two distinct ways people move among screens: simultaneously and sequentially.

Matthew Carlton, Event Reports, Advertising Week Europe, April 2014
This event report discusses the changing consumer path to purchase, describing it as a four-stage 'purchase loop', and looks at how this varies according to the type of purchase being considered. There are four phases in this purchase loop: passive, trigger, active and a post-purchase window.

Antony Green, Admap, April 2014
This article identifies seven key digital themes in the automotive industry. These themes are: investment in digital communications which help consumers understand the brand, with focus on brand websites and customer reviews; digital showrooming and the changing path to purchase, where consumers research online and buy offline; customer-first integrated service; and maintaining relevance with information and custom features.

Seamus O'Farrell, Market Leader, Quarter 2, 2014
This article uses some lessons from cognitive psychology on non-rational thinking to explain why brands can remain strong despite reputational damage. Examples are given of three strong brands that have suffered damage: Nike for exploitation of labour, British Petroleum for the 2010 oil spill in the Gulf of Mexico, and The Sun newspaper in the UK, implicated in a phone hacking scandal.

Scott Young, Market Leader, Quarter 2, 2014
This article discusses shopper marketing and reveals some of the patterns in findings of eye-tracking research across categories, countries and retail channels. Findings include that much shopper marketing investment is wasted due to poor placement; packaging has a more rational impact and point of sale (POS) material can be more emotional or attention grabbing; and POS material should facilitate shopping as that which gets in the way will be avoided.

Rory Sutherland, Market Leader, Quarter 2, 2014
In this article the risks in relying on statistics is explained and illustrated by two examples. It is argued that the way data is represented, or the question that is asked of data, can create a huge gap in understanding.

Dr. Carl Marci, Warc Exclusive, MAP, March 2014
This presentation explains how neuroscience techniques can be combined with self-report research to give a fuller understanding of consumer decision making and behaviour. Neuroscience is important in providing understanding of unconscious thought processes that people may not be aware of, and especially emotional processes.

Colin Strong, Admap, March 2014
This article describes how behavioural science can be used to overcome brand loyalty and nudge consumers into switching. Even though consumers can save money by switching, few do in many categories.

Oliver Sweet, Admap, March 2014
This article discusses the importance of automatic behaviours and behavioural economics to marketers, and the need for research to include both questions and observation to understand this fully. Understanding these behaviours are important as marketers seek to disrupt them, or may even disrupt them in an anticipated way by making a change: an example of Kit Kat, the confectionery brand, changing its packaging is given for this.



Unlock the strategic power of Behavioural Economics

The "nudge" factor in consumer decision making


Decision Making

Theories and trends in how we make choices


Confirmation bias

How emotional attachment to a brand governs decisions