Decisions, decisions …

This article discusses why consumers' decision-making processes are hard to understand, and what this may mean for marketers.

Decisions, decisions ...

Roderick White

This introduction to December's Admap report on consumer decision-making discusses why it is so hard to understand, and what this may mean for marketers. Many different factors are involved in even the simplest decisions, and people develop shortcuts (or 'heuristics') to simplify the process. The mental processes involved are at least as much emotional as rational (such as influences from family, friends, etc.), which means that consumers are very vulnerable to being influenced, including by advertising. However, while point-of-sale influences can be important, this is only the...

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