This document discusses how consumers make purchasing decisions in a non-deliberative manner similar to solving puzzles. It notes that when solving puzzles, people will try a path and if it fails will choose another path or default to a certain application. Similarly, consumers will choose a product initially and only change their choice if they find a better option. The document was created by Sameer Agarwal during an internship with Professor Sameer Mathur of IIM Lucknow.

1. How to consumers stray from a
Deliberative, rational decision process?

3. There is an analogy between going
Through a pulse like one and making
Buying decisions!

4. In a puzzle, we try traversing a particular
Path. If we fail we choose another or
Otherwise set it as our default application.
In the similar way, consumers choose
Product and buys them or changes his
Course only if he/she can find a better way.

6. Created by Sameer Agarwal, NIT Jalandhar
During an internship by Prof. Sameer
Mathur, IIM Lucknow.
Iiminternship.com