1. Decision Making

Decision making process, allows marketing people understand how their prospects reached the verdict. Shoppers use a mix of emotions (risk aversion, beliefs, shortcuts, biases, resonance) and ration.

Based on the emotional & rational drivers, one can define the target groups, needstates, shopping occasions and further on, the hooks of communication.

Key ideas:┬ádrivers, tensions, biases, crowd effect, the 5W’s (Needstates: Who, Why), Shopping Occasions (Where, When), Insights.

Download: For premium users only