Decisions, decisions: how do consumers really make them?

Argues that the conventional models of consumer decision-making often used in market research, based on assumptions of rationality and maximising utility, do not match the reality of the marketplace.

Decisions, Decisions: How Do Consumers Really Make Them?

Tim Williams Blue Chip Research & Consultancy Ltd

CONSUMER DECISION MAKING

Consumer decisionmaking lies at the heart of Market Research. We are there to help our clients to build their business...