Essay on Adult Decision Making Process

1125 Words Jul 20th, 2010 5 Pages
Adult Consumer Decision Making Process

Adults have to make many decisions each day, decisions selecting one option over another. How adult consumers make decisions to buy have been studied by marketers to sell their products and services. Marketers have several views of consumers with different perspectives of how individuals make decisions: economic, passive, cognitive, and economic views. However, there is a decision making model that reflects all of the views. First, we will discuss the process component of the decision making model and, secondly, we will discuss the how consumers that make these decisions. The adult consumer decision making model consist of three components: input, process, and output. The input and output
…show more content…
Information is processed which leads to a formation of preference and to purchase intentions. This view of consumers is pictured as either receptive to or actively searching for products and services that fulfill their needs and enrich their lives (Schiffman & Kanuk, 2007). The passive view explains the consumer as submissive to the promotional efforts of marketers. The consumer does not look at alternatives to purchase; the decision is based on marketing techniques. This view is unrealistic because it limits the consumer to simple and single-minded (Schiffman & Kanuk, 2007). This view of the consumer is taken by marketers that feel consumers can be manipulated like objects.
Finally, there is the economic view, which describes the consumer making rational decisions by identifying the best alternative and ranking each alternative according to benefits and disadvantages. Realistically, consumers rarely have all of the information to make a perfect decision (Schiffman & Kanuk, 2007). Consumers are unwilling to do the necessary research and will settle for a satisfactory decision one that is good enough.
According to an article in Forbes, there is research on brain scanning equipment that can correctly predict whether a subject will decide to make a purchase (Eaves,

Related Documents