# Customer Decision Making Frameworks ## Frameworks - Optimizing vs. Sacrificing - Compensatory vs. Non-Compensatory ### Cognitive/Emotional - Cognitive Decision Making - Deliberate - Information-based - Slower, systematic and more exhaustive process - Emotional - Subjective preference - Faster process ### Level of Buyer Involvement - High - Buyer fully engaged - Lot of effort by buyer - Consequences perceived to be high - Typically long-time frame - Low - Buyer minimally engaged - Buyer exerts much less effort - Perceived as low risk - Happens quickly ## Decision Makers - Individuals who affect, influence and/or make the decision - Different individuals have different roles - Need to understand each unique role - Need to tailor efforts to each individual who influences decision - Some typical roles: - Buyer: writes the check - Influencer: trying to convince others - Gatekeeper: controls the process and flow of information - Approver: makes final decision to purchase ## Influencing Forces - Consulting Social Media network before buying - Conscience marketing (e.g. being environmentally responsible) - Leveraging Crowd Sourcing for Co-creation of content