Every consumer decision we make is a response to a problem. Of course, the type and scope of these problems vary enormously. Our needs range from simple physiological priorities such as quenching the thirst to whether we will spend our hard-earned money on television to abstract intellectual or aesthetic quandaries such as choosing a college major-or perhaps what to wear to that upcoming Bruno Mars concert.

Because some purchase decisions are more important than others, the amount of effort we put into each differs. Sometimes the decision-making process is almost automatic; we seem to make snap judgments based on little information. At other times it resembles a full-time job. A person may literally spend days or weeks agonizing over an important purchase such as a new home, a car, or even an iPhone versus a Samsung Galaxy.

We make some decisions thoughtfully and rationally as we carefully weigh the pros and cons of different choices. In other cases, we let our emotions guide us to one choice over another as we react to a problem with enthusiasm, joy, or even disgust.

In this course, we’ll review the major approaches to decision making. You’ll have a better understanding of the approach you need to take with your customers depending upon the particular process they’re likely to use when they weigh your offering against others.