- As you evaluate each alternative, you should be looking at the likely positive and negativecones for each. It is unusual to find one alternative that would completely resolve theproblem and is heads and shoulders better than all others. Differences in the "value" of respective alternatives are typically small, relative and a function of the decision maker'spersonal perceptions, biases and predispositions.
- This distinction between fact-based evaluation and non-fact -based evaluation is includedto assist the decision maker in developing a "confidence score" for each alternative. Thedecision maker needs to determine not just what results each alternative could yield, buthow probable it is that those results will be realized. The more the evaluation is fact-based,the more confident he/He can be that the expected outcome will occur.
t- evaluating desirability of various choices.
- implementing the best solution for the problem encountered- It is not enough to think about it or talk about it or even decide to do it. A decision onlycounts when it is implemented. As Lou Gerstner (CEO of IBM) said, "There are no moreprizes for predicting rain. There are only prizes for building arks."
Sample of Process Model Decision Making
In this information processing model, the consumer buying process begins when the buyer recognizes aproblem or need. For example, Doug may realize that his best suit doesn¶t look contemporary any more.Or, Person A may recognize that her personal computer is not performing as well as He thought it should.These are the kinds of problem that we as consumers encounter all the time. When we found out adifference between the actual state and a desired state, a problem is recognized. When we find a problem,we usually try to solve the problem. We, in other words, recognize the need to solve the problem. Buthow?
nformation Search and Design
When a consumer discovers a problem, he/He is likely to search for more information. Person A maysimply pay more attention to product information of a personal computer. He becomes more attentive tocomputer ads, computers purchased by her friends, and peer conversations about computers. Or, He maymore actively seek information by visiting stores, talking to friends, or reading computer magazines, amongothers. Through gathering information, the consumer learns more about some brands that compete in themarket and their features and characteristics. Theoretically, there is a
of brands available toPerson A, but He will become aware of only a subset of the brands (
) in the market. Some of these brands may satisfy her initial buying criteria, such as price and processing speed (
). As Person A proceeds to more information search, only a few will remain as strong candidates (
Screen and Analysis of Alternatives