Customer Decision Making Frameworks
Frameworks
- Optimizing vs. Sacrificing
- Compensatory vs. Non-Compensatory
Cognitive/Emotional
- Cognitive Decision Making
- Deliberate
- Information-based
- Slower, systematic and more exhaustive process
- Emotional
- Subjective preference
- Faster process
Level of Buyer Involvement
- High
- Buyer fully engaged
- Lot of effort by buyer
- Consequences perceived to be high
- Typically long-time frame
- Low
- Buyer minimally engaged
- Buyer exerts much less effort
- Perceived as low risk
- Happens quickly
Decision Makers
- Individuals who affect, influence and/or make the decision
- Different individuals have different roles
- Need to understand each unique role
- Need to tailor efforts to each individual who influences decision
- Some typical roles:
- Buyer: writes the check
- Influencer: trying to convince others
- Gatekeeper: controls the process and flow of information
- Approver: makes final decision to purchase
Influencing Forces
- Consulting Social Media network before buying
- Conscience marketing (e.g. being environmentally responsible)
- Leveraging Crowd Sourcing for Co-creation of content