DEF: is the action/ process of making important decisions

For me, I recently purchased a new guitar from Elliott’s Guitars, and while at first I did not consider how I came to the decision of buying this guitar as it was quiet impulsive which could only mean that my decision making could be classed as limited problem solving. That is the use of simple decision rules to arrive at a purchase decision.

As I feel as though I know enough about guitars, purchasing a new one comes quiet easy as I know what I want. therefor using such cognitive shortcuts enabled me to rely on my own guidelines, instead of having to do more extensive research for the guitar.

Characteristics of limited problem solving

Motivation: Low risk and involvement

Information search: little search, information processed passively, in- store decision likely

Alternative evaluation: Only prominent criteria used, Non- compensatory strategy used

Purchase: limited shopping time, choice often influenced by store displays

All of the above characteristics are linked with my decision to purchase the guitar. Whether it be with how little research I put into the choice of which guitar I purchased, how quickly the guitar was purchased, and because of the fact that It was in a main focal point within the store.

Rules in making decisions

The most common rule when making a purchasing decision is known as the lexicographic rule. This is when the consumer ranks attributes in terms of perceived importance then chooses the brand that is the best on the most important attribute.