NASB (ACTUALIZADO) TEXTO: 5:31-47

There is a wide and considerable body of literature on decision making due to its extensive study over many years (Sadovykh et al., 2015). A decision can be defined as “a specific commitment to action” (Mintzberg et al., 1976). The Cambridge dictionary (2018: online) quite simply defines a decision as “a choice you make about something after considering several options”. Solomon (2009: 349) states a decision is “composed of a series of stages that results in the selection of one product over competing options”. However, McGrew and Wilson (1982: 4) note differences between a ‘decision’ and ‘decision making’:

“For most of us a decision implies an act of choice between alternatives. A decision is the end state of a much more dynamic process which is labelled decision making... which consists of a series of linked stages of activity, and not simply a discrete action… the distinguishing characteristic of a decision, and decision making, is that it involved choice under conditions of uncertainty”.

Shepherd et al., (2014: 13) describe decision making as the “entire process of choosing a course of action”. Solomon (2009) states decision making is a central part of consumer behaviour and is about how we evaluate and choose products.

Consumer decision making sits within the broader area of consumer behaviour, with research dating back more than 90 years. Marketing research became increasingly important, especially in understanding consumer buyer motives and behaviour through

29 | P a g e various qualitative approaches. Mowen (1988) highlights that consumer behaviour research during the 1970s and early part of the 1980s focused mainly on the consumer decision-making process. Whilst Lemon and Verhoef (2016) identify the 1960s and 1970s as having important developments in customer buying behaviour process models.

A model is described in simple terms as anything used to represent anything else (Buzzell, 1964). A model is said to perform one or more functions: heuristic, predictive, organising, measurement functions (Deutsch, 1952). Furthermore, Lye et al. (2015:218) states “the purpose of the early consumer decision models was to illustrate conceptually an integrated decision model rather than develop a precise, comprehensive research roadmap”.

Views regarding how to categorise decision making and models are varied, and to some extent dependent upon which field the study draws upon, for example see Table 3.1 below.

Table 3.1 Views regarding categorisation and models of decision making Author (year) Field Categories highlighted

Bray (2013) Psychology Economic man, psychodynamic,

behaviourist, cognitive, humanistic

Ivy (2010) Management Economic, sociological information

processing models Zellman et al.

(2010)

Business and

economics

Neoclassical decision making theory, bounded rationality theory and decision- making strategies based on theory

Lye et al. (2005) Social Science Normative, behavioural or naturalistic Bettman et al.

(1998)

Business Studies Constructive view & information processing models

Mowen (1988) Marketing Decision making, experiential or

behavioural perspective

Campbell and Level (1985) researching communications models state that it is useful to have viewpoints from a number of different disciplines to aid in understanding the process. However, Zinkhan (1992: 2) states that each model type “implies a core description of human nature”. Economic model of man (seen as rational in an environment of self-interest); information processing perspective (views consumers as problem solvers); behaviourist model (viewed through the process of reinforcement,

30 | P a g e punishment, extinction) ; consumerist model (consumers viewed as submissive to the promotional efforts of marketers); motivational model (focus on consumers’ emotional reactions to advertising).

Much of the current consumer decision theory is based upon work from the 1960s (Lye et al., 2005). Two of the early models are still widely used (Howard/Howard and Sheth (1963; 1969) and Engel et al., (1968) in modified form), but the Nicosia (1966) model has not survived due to lack of modification. Mowen (1988) suggests that during the 1970s and 1980s that the research focus was on viewing decision making as a problem-solving activity involving a series of stages, leading to lack of focus on other important areas such as affect and the impact of the environment on purchasing. However as the complexity of consumer decision making is increasing, there is a need to understand whether current models adequately capture decisions in the modern complex world. There is now a vast range of choice for consumers (Lye et al., 2005) and the on-line environment has had a strong influence on consumer behaviour. Indeed, Leeflang et al., (2013) and Libai et al., (2010) suggest that there are significant challenges and opportunities for firms as a result of social media and customer-to-customer interactions (Lemon and Verhoef, 2016). Moreover, Lye et al., (2005: 222) suggest that “the marketing literature has placed too much emphasis on the notion of the choice itself at the expense of an in-depth understanding of the series of decisions within the process”, and they suggest that a more flexible approach to decision making is required. Furthermore, Lemon and Verhoef (2016) highlight the importance of understanding both the firm and customer perspectives of the purchase journey. Moreover, the importance of understanding various customer touch points is highlighted in more recent research (Baxendale et al., 2015; Lemon and Verhoef, 2016).

This chapter therefore aims to review the progress of different types of consumer and HE decision making models and explore the communications context within which these models are set. Modern day communications operate on synchronous interaction, with real time communications and instant responses (Tuten and Solomon, 2013). This has led to a level of expectation that communications will be more open, instant and less formal, and a need to understand how this impacts upon the decision making process. Many of the older models were developed in an era of traditional communications and

31 | P a g e limited availability of information to inform those decisions. There has been an increased focus on the customer experience, as customers interact with organisations through a variety of touch points in multiple channels and media, leading to a more complex customer journey (Lemon and Verhoef, 2016). Moreover, two types of decision situations are widely accepted: high and low involvement, which affects how consumers process information and the complexity of the decision (Blackwell et al., 2006; Krugman, 1965). This is an important area to discuss, as it provides the context for understanding various types of models. Therefore, this will be explored next before moving onto specific decision making models.