Six Factors That Drive Every Consumer Choice

Scroll For More

Six Factors That Drive Every Consumer Choice

Some decisions are easy. Some are painstakingly hard. The rest fall somewhere in between. Where do your category and brand fit in? Knowing will allow you to influence the consumer decision. Halverson Group can help you find out.

But first, a few words about why understanding decision dynamics is so important.

The way people make decisions impacts their path to purchase. And understanding the moods and motivations behind people’s choices leads to smarter segmentation. How do we know? We did the research.

We crunched our R&D data to identify the six factors that drive every decision.

  1. The EFFORT put in.
  2. The role of HEAD versus HEART.
  3. The COMPLEXITY of the decision.
  4. The RISK of a wrong decision.
  5. Whether the goal is to stay or get out of your COMFORT ZONE.
  6. The amount ENJOYMENT you get out of the process

Then, we mapped those six factors— Effort, Complexity, Risk, etc.—to create a simple framework that illustrates how people organize decisions in their minds:

Six Factors That Drive Every Consumer Choice: Chart 1

We then classified how people feel about particular purchases, from car insurance to chewing gum:

Six Factors That Drive Every Consumer Choice: Chart 2

How people feel predicts touchpoint engagement — and understanding how people feel is key to delivering the right message at the right time:

Six Factors That Drive Every Consumer Choice: Chart 3

How people feel about a decision also predicts the time spent on their journey:

Six Factors That Drive Every Consumer Choice: Chart 4

Higher-effort decisions lead to longer journeys, but the “heart” further intensifies the engagement, resulting in more behaviors:

Six Factors That Drive Every Consumer Choice: Chart 5

By making sense of how people make decisions, we are able to clarify a confusing omnichannel world for our clients. Our research has allowed us to help brands: 

•  Classify consumers’ intensity about certain decisions! 
•  Prioritize touch-points with the greatest ROI! 
•  Create a blueprint for success!

Our deep understanding of decision dynamics informs two of our client offerings: 

  1. Jobs to Be Won™ (our unique approach to segmentation) 
  2. Choices™ (our unique approach to journey mapping)

By asking (and answering) “Why?” we are able to fuel winning strategies for our clients.
Interested in learning more? We’d love to hear from you. 
[email protected]

You May Also Enjoy Reading

Why You Want to Target Food-Fluencers

Christopher Wolf

Christopher Wolf

SVP of Insights
For most of human history, food was primarily a source of sustaining life vs. enjoying it. As technology and the economy progressed in the 20th century, it became possible for an increasing number of people to treat food as a lifestyle accessory or status symbol...
Taking a photo of beautiful food with a phone

Can “WFH” Produce Better Creative Work?

Tim Bade

Tim Bade

Chief Creative Officer
I’ve been wondering whether working from home can elevate our creative work. Many studies have been done and most point to enhanced efficiency from people working at home rather than an office. But how does that apply to the creative work we do?
Working from home with kids hanging on you

What’s the Hubbub?

Jeff Daniel

Jeff Daniel

SVP of Integrated Connections
Apple, namely Tim Cook, has been talking about the need for transparency around data collected on consumers and to give consumers control over whether they want data collected about them or not...
Digital data security

Making Pandemic Lemonade

Christopher Wolf

Christopher Wolf

SVP of Insights
It will take many years to assess and mourn the devastating and lasting effects Covid is having on our collective mental, physical and economic health. But we can already begin to understand the ways the hospitality industry has adapted for the better and created new opportunity,directly as a result of the crippling lockdowns that laid waste to so many businesses and livelihoods in the past year...

What Wall Street Wants

LeAnne Garoutte

LeAnne Garoutte

General Manager
Double-digit profits. YOY growth. Higher ROI…
Bullseye target on a laptop computer

What Content is Right When?

Sharyl Syring

Sharyl Syring

Media Supervisor
You’ve heard it a million times: content is king. That’s not going to change anytime soon. That means to remain relevant marketers are moving away from pushing products and toward illustrating solutions…
Woman illustrated creating content on a computer
Locations In:

BOSTON, Massachusetts
CHICAGO, Illinois
DENVER, Colorado
IRVINE, California

NEW YORK, New York
ST. LOUIS, Missouri

For brands that are going places.

From daily coffee stops to weekend lunch capades to once-in-a-lifetime vacations, consumers are always on the go. Brands that meet them where they are with the products, services and experiences that delight will win. Marlin Network is a destinations marketing agency that understands where guests are going, what makes them stay and what brings them back for more.

Subscribe To Our Newsletter

You may unsubscribe from our newsletter at any time. See our Privacy Policy for more information on how we store and protect your data.

©2022 Marlin Network. An Advantage Marketing Partner. Trading as ADV.    |     Privacy & Cookie Policy     |     Careers

Scroll to Top

This website uses cookies to ensure you get the best experience on our website.