D2: The 7-Step Rational Buying Process - Selection Logic

Overview

A step-by-step process to reduce regret and improve fit in consumer purchases.

7 steps (consumer-facing)

1. Need clarification (M1)
2. Constraints & budgets (T2)
3. Evidence collection (M3)
4. Dimension definition (M2)
5. Weight setting (A2)
6. Decision + satisficing check (T4.2)
7. Validation + iteration (M5)

References

1. Payne, J. W., Bettman, J. R., & Johnson, E. J. (1993). The Adaptive Decision Maker. Cambridge University Press.[source]
2. Keeney, R. L., & Raiffa, H. (1993). Decisions with Multiple Objectives: Preferences and Value Tradeoffs. Cambridge University Press.[source]

Further Reading

• Decision flow model
• Decision validation