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Why do Consumers stray from a deliberative, rational decision process

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Sameer Mathur
Sameer Mathur

Why do Consumers stray from a deliberative, rational decision process

Marketing
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In what ways do consumers stray from deliberative, rational decision making
Decision Making Central route Based on consumer’s diligent, rational consideration of the most important product information Peripheral route Results from consumer’s association with peripheral cues Low involvement consumer decision making
Customers switch brand when they have many varieties Variety seeking buying behavior
Decision Heuristics Behavior decision theory Availability Heuristics Anchoring and adjustment Heuristics Representative Heuristics
Representative Heuristics Consumers base their predictions on how representative or similar the outcome is to other example
Anchoring and adjustment Heuristics Consumer arrive on initial judgement then adjust it based on additional information
Availability Heuristics Consumers base their predictions on the quickness and ease with which a particular example of an outcome comes to mind

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