These notes highlights how to involve the consumer in the brand and how to facilitates the decision-making process by using mental shortcuts (also known as Heuristics). They also highlight the role of marketers when it comes to the different types of decision-making.
Types of consumer decisions
Every consumer decision (or purchase decision) is a response to a problem or need
Cognitive: Rational, deliberate, sequential, extended problem solving
1. Problem recognition
a. Need recognition: Decline in the quality of an actual state
b. Opportunity recognition: Moving upward the ideal state
2. Search
a. Need recognition: Less information about the product
i. External search
ii. Filter bubbles (research are sometimes not as
extensive as what we believe), Careful
3. Alternative evaluation
a. Complete market set: All available alternatives for
need/problem
b. Evoked set: All available alternatives aware of from
internal/external research
c. Consideration set: All available alternatives aware of that
the consumer actually consider buying
d. Inept set: All available alternatives aware of but which are
not considered for this decision
e. Inert set: All available alternatives aware of which are not
considered at all
f. Sustainability and authenticity (heritage, sincerity,
commitment to quality) are becoming determinant
attributes
4. Choice
a. Information present at time
b. Prior experience
c. Beliefs about the brand
d. FEATURE FATIGUE
5. Outcomes of choice
a. Measured as customer satisfaction
i. Disconfirmation paradigm: Difference between a
customers’ pre-purchase expectations of a product
performance and their post-purchase experiences’
b. Social scoring – Sharing and accessing products rather than
owning them
ii. If the outcome is bad, it can negatively impact our self-concept
iii. Careful, considerate
iv. Giving more information to the customer
Habitual: Behavioural, unconscious, automatic, routine/ automatic response behaviour
o Not motivated to search for information/evaluate other alternatives
o Respond ‘automatically’
o Mental shortcut
o Does not assume rationality
o Treats purchases as behaviour which is elicited by particular stimuli in the
consumers environment
o Same behaviour
1. Problem recognition
2. Intention
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