Advanced Search

Save or Share this Report

For B2C Marketing Professionals

How People Choose

Get People To Do What You Want By Limiting Decision Stress

April 14, 2015

Primary author headshot

Authors

Why Read This Report

Marketers miscalculate how consumers make purchase decisions. Why? Because the rapid adoption of digital technology gives marketers a false sense of precision about how they predict consumer behavior and adds stress to people's decision-making processes. Humans are actually very irrational creatures; according to a Harvard Business School study, we make 95% of our purchase decisions with no active consideration at all. In this report, we use the primary dimensions that create stress for decision-makers — what's at stake and available time — to narrow choices into four key decision types. Get people to choose your brand by marketing to the critical influences for each type of choice. The results will provoke personal branding, one-to-moment marketing, and a decline — that's right, a decline — in advertising spend.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • Marketers Miscalculate How People Choose
  • Reduce The Stress Of Decision-Making
  • Help People Choose Your Brand
  • WHAT IT MEANS

  • Decision Analysis Will Change Targeting
  • Supplemental Material
  • Related Research Documents

Recommended Research