Decision Making Over-Simplified
Any model, by its very nature, is a simplification of reality in order to aid understanding. Consumer decision-making models are no different.
There are two commonly referenced decision-making models:-
The general four-step model (five steps if one includes the decision itself; and six steps if one includes post-purchase evaluation) is as follows:
- Needs recognition;
- Information search;
- Evaluation of alternatives;
- Purchase decision;
- Purchase; and
- Post-purchase evaluation
Another four-step model is AIDA – awareness, interest, desire, and action – which can also be expanded to six steps by substituting “understanding” and “attitudes” for awareness, and “purchase” and “repeat purchase” for action; or AIUAPR, as follows:-
- Awareness
- Interest
- Understanding
- Attitudes
- Purchase
- Repeat purchase
This post seeks to identify a few problems with the simple models and will recommend a more holistic and representative version of one of them.
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