How Consumers really Make Decisions

Argues for a more realistic model of consumer decision-making. Most models of decision-making used in research are based on `expected utility theory', which assumes that the consumer follows a rational process in making a brand choice.

How Consumers Really Make Decisions

Tim Williams

Consumers are expert decisionmakers. They have to be. Every day from morning to night they make literally thousands of decisions. For marketing and market research, some of these decisions are...