Consumer choice processes: Search, or automatic response?

Abstract

The emphasis on consumer decision models implies that purchases largely result from a deliberate conscious search. In truth, purchases of even the new are largely unconcious automatic responses (habits, perceptions, attitudes, roles, ect.). The difficulty the customer experiences in changing such automatic response patterns is the key to understanding the widely disparate rates of adoption and diffusion of successful new products. Forecasting the timing and speed of market growth is crucial for the introducer. A mistake in either direction is serious and may be disastrous. Fortunately, prediction of the expected speed of acceptance is possible once the role of these responses is understood. *** DIRECT SUPPORT *** A00BV020 00006