Individual Decision Making

We Make Them All The Time

The Process

• Problem Recognition
• Information Search
• Evaluation of alternative
• Product Choice
• Outcome

Suppose you got a call from a random phone number?

What variables WOULD make you answer the phone?

Variables to Answer

• Same Area Code
• If your personal number is published on Social Media/Marketing materials
• Concerns regarding children/Family
• Certain time of the day
• Am I busy?
• The second Call

David

• CEO of Insurance Agency
• 48 Years Old
• Fastest growing part of business: 80 seat call center w/ inbound & outbound functionality
• National Footprint

Variables to Answer

• Am I busy
• The second call
• Certain times of the day
• Same area code
• If the number is published on Social Media /Marketing apps
• Concerns regarding children/family

Sydney

• Sophomore at George Washington University
• 19 years old
• Bachelors of Accountancy

Variables to Answer

• Same area code
• Am I busy?
• Certain times of the day
• The second call
• Concerns regarding family
• Personal phone number as marketing tool

The Process

• Problem Recognition
• Information Search
• Evaluation of alternative
• Product Choice
• Outcome

Conclusions

• No matter who person is, we go through the same process.
• Understanding the process is the basis of consumer behavior.