The 3 Deciding Factors

There are three categories of consumer decision making: cognitive, habitual, and affective. The amount of thought we put into product purchasing varies widely from consumer to consumer. The way that we evaluate and and choose products depends on the degree of novelty or risk relation to the decision. Some purchases are an automatic occurrence, while others consider great thought and are far and few between.

Example of a cognitive purchase decision:

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A cognitive purchase is deliberate, rational, and sequential. The purchase of a television set is usually one that is thought out, informed, and for reason.

Example of a habitual purchase decision:

A habitual purchase is one of habit. It is behavioral, unconscious, and automatic. There is low consumer involvement. If bread, milk, and eggs are a staple on your grocery list you will purchase them frequently with not much regard. 

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Example of an affective purchase decision:

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Affective purchases are emotional and instantaneous. A consumer could pass an ice cream store, they could associate ice cream with happiness, and purchase a cone to fulfill that emotion.