What Is a Consideration Set In Marketing?
Learn what consideration sets are and how many products are in them on average.
The Consumer Decision Making Process: A Simple Guide
The consumer decision-making process is a complex activity influenced by cognitive, emotional and neurological factors. It’s nevertheless essential for marketers to understand it. Consumers make constant decisions about purchase, use, opinions, and discarding of products and services. If you don’t have any idea of how consumers make these decisions, how are you supposed to influence…
12 Common Biases and How They Influence Decision-Making
People are not rational decision makers. Quite the contrary we are highly irrational in almost everything we do. That’s because despite best intentions to remain as objective as possible there are just so many things that influence us in any given moment — both on a conscious level and on a broader emotional and subconscious…
Advice To Business Owners: Don’t Ignore Brand Hate
Brand hate is inevitable for every business. As people grow a liking to you, other people start to dislike you. Brand hate is caused by three key emotions: disgust, contempt and anger in different combinations that lead to different behavioral outcomes. Marketing discussion tends to focus on the positive emotional attributes in branding. You hear…
What is a high involvement purchase decision?
Consumers make both low and high involvement purchase decisions. Low involvement decisions are quick and automatic while high involvement decisions take much more effort. A high involvement purchase decision can have low involvement steps and is shaped by a number of personal and situational factors. Consumers make decisions that are either high involvement or low…