If people are not always rational decision-makers, is it worth the effort to study how they make purchasing decisions?

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Even if the approach to purchasing is not always rational, many consumers use a process known as constructive processing, applying cognitive rational thought when necessary, while also utilizing emotional decision-making. The process follows a three-fold approach of cognitive, habitual, and affective decision-making which develops over a lifetime of experience. It is important to study this complex process of decision-making to discover the motivations which drive consumers to make purchases, including aspects of involvement, perceptions of risk, and utilitarian rational thought. These factors can be applied in marketing through strategies such as the message or situational involvement to draw consumer attention.

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Academic.Tips. (2022) 'If people are not always rational decision-makers, is it worth the effort to study how they make purchasing decisions'. 28 January.

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Academic.Tips. (2022, January 28). If people are not always rational decision-makers, is it worth the effort to study how they make purchasing decisions? https://academic.tips/question/if-people-are-not-always-rational-decision-makers-is-it-worth-the-effort-to-study-how-they-make-purchasing-decisions/

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Academic.Tips. 2022. "If people are not always rational decision-makers, is it worth the effort to study how they make purchasing decisions?" January 28, 2022. https://academic.tips/question/if-people-are-not-always-rational-decision-makers-is-it-worth-the-effort-to-study-how-they-make-purchasing-decisions/.

1. Academic.Tips. "If people are not always rational decision-makers, is it worth the effort to study how they make purchasing decisions?" January 28, 2022. https://academic.tips/question/if-people-are-not-always-rational-decision-makers-is-it-worth-the-effort-to-study-how-they-make-purchasing-decisions/.

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Academic.Tips. "If people are not always rational decision-makers, is it worth the effort to study how they make purchasing decisions?" January 28, 2022. https://academic.tips/question/if-people-are-not-always-rational-decision-makers-is-it-worth-the-effort-to-study-how-they-make-purchasing-decisions/.

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"If people are not always rational decision-makers, is it worth the effort to study how they make purchasing decisions?" Academic.Tips, 28 Jan. 2022, academic.tips/question/if-people-are-not-always-rational-decision-makers-is-it-worth-the-effort-to-study-how-they-make-purchasing-decisions/.

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