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Consumer Decision Making

Jackie Bertman

Created on November 3, 2025

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Transcript

1. Problem Recognition
What it means: You realize you need or want something.

Examples:

  • Your phone screen is cracked and hard to use
  • You're invited to a party and have nothing to wear
  • You're hungry and there's no food in the house
  • Your gaming headset just broke
  • Everyone at school has a Stanley cup except you

2. Information Search
What it means: You start looking for solutions and gathering information about your options.

Examples:

  • Googling "best budget smartphones 2025"
  • Asking friends where they bought their homecoming outfits
  • Scrolling through TikTok reviews of different products
  • Checking prices at different stores or websites
  • Reading comments on YouTube videos about the product
  • Looking at Instagram posts tagged with the brand

3. Alternatives Evaluation
What it means: You compare your options and weigh the pros and cons of each choice.

Examples:

  • Making a mental list: "This phone has a better camera, but that one has longer battery life"
  • Comparing prices: "This dress is $60 at Store A but $45 at Store B"
  • Thinking about quality: "These headphones are cheaper, but will they last?"
  • Considering reviews: "This one has 4.5 stars, but that one has more reviews"
  • Weighing features: "Do I really need wireless charging, or can I save money without it?"

4. Purchase Decision
What it means: You've made your choice and you're ready to buy—but things can still change your mind at the last minute.

What can affect your decision: Other people's opinions: Your parent says, "That's too expensive" or your friend says, "I had that brand and it broke immediately" Unexpected situations: The item is out of stock, you realize you don't have enough money, there's suddenly a better sale somewhere else, or an emergency comes up and you need that money for something else

5. Post-purchase Decision Evaluation
What it means: After you buy something, you decide whether you're happy with your choice or regret it.

Example of satisfaction: "These shoes are so comfortable! Best purchase ever!"

  • You tell all your friends to buy the same thing
  • You post about it on social media
  • You become loyal to that brand

Examples of regret: "This shirt looked better online than in person" "I should have waited for a better sale" "My friend got something similar for half the price"

  • You return the item or leave a negative review
  • You tell people NOT to buy from that brand