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For B2C Marketing Professionals

How People Choose

Get People To Do What You Want By Limiting Decision Stress

April 14, 2015

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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.

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Table of Contents

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

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

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