What will consumers do when making decisions

This assignment asks you to find one ad that addresses each of the needs of the five stages in other words five different ads. This means that there must be five different ads for the total project, one for each stage all ads are different from one another.

Create a Power Point Presentation that shows how the advertiser is addressing the needs of the consumer for the specific Consumer Decision Making stage. This is informative only and does not need to be commented on. First, show the ad in a slide and then follow-up with a slide which explains bullet form why the ad slide targets the Consumer Decision Making process stage.

Here is the format of the presentation:. Outside sources esp. Do not choose distracting PP backgrounds that take away from the presentation of material. Use bullet format for analysis. Do not include visuals in text analysis, if need to add create an appendix and refer your reader to such. We always make sure that writers follow all your instructions precisely.

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Despite the use of technology in retail, many customers still desire and expect the ability to speak to a…. Read Article. The line between the physical and digital space in retail is getting increasingly blurry. Augmented reality…. Skip to content. Author: Anne Stephenson. Consumer Decision Making. Anne Stephenson Partner, Explorer Research. They begin looking for a solution!

Which brings us to the next step in the customer journey: searching for information. As soon as a consumer recognizes a need and begins to search for an answer, you must be there to help! And where do consumers generally go to look for answers today?

The amount of information a customer needs to search for depends on how much he already knows about the solutions available, as well as the complexity of choices. He will need more information than someone who already knows exactly the type of camera he wants to buy, but just needs to find the right product and the right way to purchase it.

The amount of searching necessary is entirely dependent on the situation, and it can vary widely. So how do customers search for information? By using internal information their previous knowledge of a product or brand as well as external information information about a product or brand from friends or family, reviews, endorsements, press reviews, etc.

The biggest way you can optimize your online business during the need recognition and awareness stage is by making sure you show up in search results — and that what the consumer sees makes an impression. For a complete guide on eCommerce SEO , check out our guide here.

User-generated reviews can help you to build brand awareness during the research stage. Reviews can help your store get seen in search results by increasing the likelihood of your store showing up for long-tail keywords. Reviews improve SEO because they give your online business a steady source of keyword rich, relevant content.

So when someone opens up their laptop and starts searching for a new camera, reviews will help you be there:. Online businesses that use reviews see an increase in search traffic.

Businesses that show reviews in their search results stand out from the competition! During this phase, shoppers are aware of your brand and have been brought to your site to consider whether to purchase from you or a competitor.

Consumers make purchase decisions based on which available options best match their needs, and to minimize the risk of investing poorly, they will make sure there are no better options for them. Their evaluation is influenced by two major characteristics:. And the most effective way to do that is to keep them on your site longer and find ways to earn their trust. Consumers will first weigh the objective characteristics of your camera.

Does it have all the features I want? Is it easy to use? Decision-making style is not a feature that develops by age, but is a construct of environment and personality. The same data revealed that younger people have more motives age correlates with number of motives by 0.

Being impatient and suffering from time shortage, they also want to decide as quickly as possible 0. These needs lead to using more satisficing 0. In summary, this would imply that consumers will use more heuristics, satisficing and habitual decision-making in the future except when self-branding, or when careful deliberation is in order.

Due to a complicated world and more specific social needs, it is likely that the interplay between easy decision-making and accurate decision-making will be more important.

Some decisions demand more deliberating and some can be settled with good enough. One interesting consequence of the more complicated world and consumers wanting to minimise effort while deciding is that the appeal for outsourcing the decision-making will grow.

Shopping suggestions applications like Amazon or Netflix recommendations will become more popular. People think that if others have bought it, it must be good, and I should buy it, too.

The appeal of outsourcing decision-making is also visible when making voting decisions: People rely more and more on voting advice applications [ 82 ]. Furthermore, some changes were speculated based on mediatisation, the power of social networks, increased opportunities, shortage of time and attention deficit. It was argued that consumer decision-making will firstly be dependent on identity play and social currency—related needs and secondly that the choices will be dependent on the social identity—related potential the product has.

More generally, consumers will struggle between wanting to make accurate decisions and effortless decisions. Since one cannot have both, the important decisions will be deliberate and the non-important ones can be intuitive or even outsourced. There are many marketing implications based on the changes in consumer decision-making.

For marketers it would be very important to find out how their customers use their product in identity play, in self-branding and as social currency. This also leaves room for clever positioning of products.

If the customers use the product for self-branding, it would be good to provide a lot of detailed information for them because they use rational decision-making and elimination by aspects. Enable the usage as social currency and remind your customers of the potential.

Another implication is that the decision-making should be done as easily as possible and perhaps offer the change to outsource decision-making by providing lists of the most popular items, items that people like you have bought, etc. That is, there is a common agreement that people should eat healthier food, make less waste and buy more domestic products. Which means that people can and will use these virtues in their self branding and consumption.

By buying healthy products, making ethical environmentally or locally friendly choices people can gain useful social currency. Although the research has reached its aims, there are some limitations related to rather small sample data and data being only from Finland. While Finland is quite similar to many other western countries there are some differences.

Finns have been quite eager to accept new technological devices and to connect to social networks. Since the country is quite small the social circles are small also. This and the fact that Finns not big on small talk could lead to greater need for social currency achieved by consumption.

The subtle identity and value cues provided by consumption and outspread by social media are very useful. However, it is believed that the need for social currency is great in other cultures, too. The future of consumer decision-making would be interesting to analyse further in light of what neuroscience has recently found out about brain plasticity—the ongoing development of our brains based on what we do [ 83 ].

It has been suggested that gaming or gamers due to the differences in their brains could be used to solve problems of the modern world. For example, Camille [ 87 ] argued that gamers learn to co-operate, face different people and cultures, anticipate and adapt. Multitasking, time shortage, social pressures and mediatisation will most likely bring along interesting changes in brains and consumer decision-making in the future.

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