What we know about consumer decision making

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

Consumer decision making is a surprisingly complicated issue to research as much of it is completed sub-consciously, it is instinctive and based on a series of subtle heuristics and bias. Cultural background and interest in the category will influence the decision making at various points across the path to purchase. Brands are advised to use decision making analysis to ensure that the choices they offer the consumer are timely and genuinely useful, that they aid rather than inconvenience the consumer.


Consumer decision making is the process by which consumers identify their needs, collect information, evaluate choices, and, finally, make...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands