Decision Making

How consumers go about making decisions:

No one size fit all.

Some decisions are more

Consumer
Decision
Consumer decision making is a
central part of consumer behavior,
but the way we evaluate and
choose products varies widely.
important than the other.
Sometimes the decision-
making process is almost
automatic, other time it
takes a process that
resembles a full-time job.
Inside the Decision-Making Process

Constructive Processing Mental Budget

Evaluate the effort needs to make Helps to estimate what we will
a particular choice & tailor the consume over time so that we can
amount of cognitive effort that regulate what we do in the
expends to get the job done. present.
 The Three Buckets
Cognitive Habitual Affective

Deliberate, Behavioral,
rational, unconscious Emotional,
sequential. , automatic. instantaneous.
 Consumer Involvement
Why different consumers may approach
the same choice situation from very different
perspectives.

Involvement is a persons perceived relevance of the object

based on their inherent needs, values and interests.
The way we evaluate and choose a product depends on our
degree of involvement with the product, the marketing
message, and/or the purchase situation.
Product involvement can range from very low, where
purchase decisions are made via inertia, to very high, where
consumers form very strong bonds with what they buy.
Conceptualizing Involvement
 Types of Involvement
Types of Involvement
Product A consumers level of The more closely marketers
interest in a particular
product.
Message Different qualities media
vehicle possess that
influence our motivation to
pay attention to what they
tell us.
Situational Takes place with a store,
website, or a location
where people consume a
product or service.
can tie a brand to
individual the higher the
involvement they will
create.
Boost a persons motivation:
Use novel stimuli, use
prominent stimuli, celebrity
endorsers, provide value that
consumer appreciate, invent
new media platforms to grab
attention, create spectacles
where the message is a form
of entertainment.
One way to increase it by
personalize the messages
shoppers receive at the
time of purchase.