Single-Factor Decision Making

But how do customers decide if they recognize both us and our competitors? Or if they have never heard of any of us? Typically, at that point they move to a slightly more complex heuristic and choose among the options based on a single criterion or factor. This single factor is assumed by the decision maker to be a useful indicator to sort among the options.(sometimes there are as many as two or three criteria, but seldom more than that.) Make sure you suscribe to my posts to get more updates through e-mail.