New Media Mania

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:

1. Needs recognition;
2. Information search;
3. Evaluation of alternatives;
4. Purchase decision;
5. Purchase; and
6. 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:-

1. Awareness
2. Interest
3. Understanding
4. Attitudes
5. Purchase
6. 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.

Continue reading ‘Decision Making Over-Simplified’ »