Pilgrim's Progress? How the Consumer Makes Complex Decisions
Nick Watkins and Dr Miriam ComberGfK-NOP Financial Division
BACKGROUND TO THE PAPER
Whilst many of the decisions that consumers have to make are relatively quick and easy, and the purchaser can benefit from frequent previous experience, this is not always the case. Some decisions will involve more than one member of the household, they may be considered over a fairly long period of time, they may be addressed only infrequently and they may involve a whole host of factors, some of which the consumer struggles to understand.
Financial services...