Decision Making Adoption Process

The focus of this process is the stages through which an individual consumer passes to arrive at a decision to try, to continue or to discontinue using, a new product.

On purchasing high capital goods consumers pursue an extensive information search. Adoption begins with awareness, leading to interest and evaluation. A more general decision making model is:

Four views of decision making

Numerous decisions are made daily concerning every aspect of our lives. These decisions are often made without stopping to think how we make them, or what is involved in the decision making itself. In the most general terms, a decision is the selection of an action from two or more alternative choices, i.e. there must be a choice of alternatives available.

The four views refers to the general view or perspective why individuals behave as they do.

Business Influence Through Marketing Communications

Communications is the unique tool that marketers use to persuade consumers to act in a desired way. It can be verbal, either written or spoken, it can be visual or a combination of the two. Communication is the bridge between marketers and consumers, and between consumers and their sociological environments.

Communication is defined as the transmission of a message from a sender to a receiver by means of a signal of some sort sent through a channel of some sort.

Decision Making Stages

The stages of decision making

How consumers make decisions is to understand the process on the internal influences that effect the consumer. The act of making a consumer decision consists of three stages.