This document discusses consumer decision making and models of consumer behavior. It describes the consumer decision making process as identifying needs, gathering information, evaluating alternatives, and making a purchase decision, influenced by psychological, economic, and environmental factors. Consumer involvement can range from extensive decision making for high-cost goods to routinized response behavior for frequently purchased low-cost goods. Several models of consumer decision making are outlined, including the Howard-Sheth model which describes three levels of decision making from extensive to habitual response. The Engel-Kollat-Blackwell model also describes the consumer decision process through four stages.