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Consumer decision making is the process by which consumers collect information about choice alternatives (e.g., products, brands, or ideas) and evaluate those alternatives in order to make choices among them. The decision process may involve complex cognitive or mental activity, a simple learned response, or an uninvolved and uninformed choice that may even appear to be stochastic or probabilistic, i.e., occurring by chance.[1]


  1. ^ American Marketing Association. AMA Dictionary.

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