In what ways do consumers stray from a deliberative, rational

decision process

Consumers are constructive decision makers and subject to

many contextual influences

Consumers often exhibit low

involvement in their decisions, using many heuristics as a result

• Created by Rahul Palamuru, CBIT, during an

internship by Prof. Sameer

Mathur, IIM Lucknow.•www.IIMInternship.com