Consumer decision making is a surprisingly complicated issue to research as much of it is completed sub-consciously, it is instinctive and based on a series of subtle heuristics and bias. Cultural background and interest in the category will influence the decision making at various points across the path to purchase. Brands are advised to use decision making analysis to ensure that the choices they offer the consumer are timely and genuinely useful, that they aid rather than inconvenience the consumer.


Consumer decision making is the process by which consumers identify their needs, collect information, evaluate choices, and, finally, make a purchase decision. These actions are determined by psychological and economic factors and can be influenced by environmental factors such as cultural, group, and social values.

Key insights

1. Taking unconscious biases into account can improve communication effectiveness

There are a multitude of unconscious biases that influence everyday decision making. Understanding and using the existing learning about them can help marketers work with the grain of human nature to make better marketing decisions and create more effective communication, as De Beers have done with diamonds.