Consumer Behavior And The Decision Making Process Essays

1003 Words Nov 30th, 2015 null Page
“Learning to choose is hard. Learning to choose well is harder. And learning to choose well in a world of unlimited possibilities is harder still, perhaps too hard.” (Barry Schwartz)
Every day, consumers have to make decisions on which brand to choose, which product to buy and what advertisement sounds credible. Unfortunately, the decision making process has become so complicated due to the amount of choices and information available. The question then becomes: what (why) influences consumers to make their purchasing decision? Consumers themselves might be able to express what they want, like, or even how much they will be willing to pay for an offering. However, they are not capable to tell us where that value comes from and when and how factors such as marketing touch points influence their choices.
Nowadays, researchers realized that traditional market research techniques can be limited, as consumers are unwilling or unable to articulate their true feelings behind their decisions. Neuroscience comes into play by providing an opportunity to deeply understand the aspects of consumer behavior that are obscured by conscious thoughts. Therefore, neuroscience potentially bridges the gap between consumers’ words and their real feelings, motivators, attitudes and reactions. Having said that, neuroscience has some advantages but also some limitations. By using neuroscience, researchers can determine consumers’ responses to stimuli as well as test brand attributes, new product…

Related Documents