Chapter 8: Decision-Making Based on High Effort

 Decision Making for High Effort Purchases

               ↔     

 Target appeals to consumers who employ both cognitive and affective decision making models. 

For example:

When a customer is going to Target to buy a high-end blender such as Vitamix or Blendtec, they will likely use a cognitive decision making model, such as a multiattribute model, which compares brands, or an additive difference model, which compares attributes. Because these blenders are very expensive and are known for their power and performance, Target consumers will likely be making consumption decisions using a cognitive decision making model.

Conversely, consumers who shop Target's Home Collection as pictured above and below, are likely to be making feelings based purchase decisions using an affective decision making model. 

These purchase decisions will be based on how the furniture, bedding, and blankets make the customer feel, rather than their product attributes. Because home is so closely associated with family, love, joy, and pride, consumers are likely to be making their purchase decisions based on feelings versus having made a systematic evaluation of the products.