In a complex and over-crowded market place, the consumer decision making process is also becoming more complex.
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Though much of his research explores consumer decision making, he also studies how voters, jurors, and managers make decisions.
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Since its first publication, subsequent work has extended query theory to intertemporal choice, preference construction in groups, and its relationships to evaluation of sequences and consumer decision making have been discussed.
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The study proposes that there are two separate processes contributing to consumer decision making : the ventromedial prefrontal cortex responds to sensory inputs and the hippocampus and dorsolateral prefrontal cortex recall previous associations to cultural information.
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The pre-purchase stage can be said to be one of the most important stages of the consumer decision making process as it is where the consumer recognizes that they have a need for a product or a service.
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There is an increased awareness in the emotional effect of marketing through advertising, branding, product experience and packaging this emotional effect often takes advantage of the non-conscious shopper during the consumer decision making process, manipulating the consumer without them realising.
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