Consumer Decision Making

Abstract

Consumer decision making is located at the intersection of consumer research and behavioral decision research (BDR), both themselves rich and diverse fields. The aim of BDR is to understand, describe, and improve how people make decisions. In particular, consumer research often expands and enriches BDR perspectives on the variety and breadth of sources of potential influence on the decision maker. This chapter addresses consumer applications and highlights the relatively unique aspects of consumer decision making as differentiated from BDR. It elaborates on the historical roots of consumer decision making. Finally, it reviews recent research on consumer decision making, initially by considering views of the consumer's objectives and then by considering views of the myriad ways consumers process information to reach these objectives. To fully understand the consumer's decision, people must consider process as well as outcome.

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