Editing Behavior (section)

===Consumer decision making===
Lars Perner presents a model that outlines the decision-making process involved in consumer behaviour. The process initiates with the identification of a problem, wherein the consumer acknowledges an unsatisfied need or desire. Subsequently, the consumer proceeds to seek information, whereas for low-involvement products, the search tends to rely on internal resources, retrieving alternatives from memory. Conversely, for high-involvement products, the search is typically more extensive, involving activities like reviewing reports, reading reviews, or seeking recommendations from friends.

The consumer will then evaluate his or her alternatives, comparing price, and quality, doing trade-offs between products, and narrowing down the choice by eliminating the less appealing products until there is one left. After this has been identified, the consumer will purchase the product.

Finally, the consumer will evaluate the purchase decision, and the purchased product, bringing in factors such as value for money, quality of goods, and purchase experience.<ref name="Perner"/> However, this logical process does not always happen this way, people are emotional and irrational creatures. People make decisions with emotion and then justify them with logic according to Robert Cialdini Ph.D. Psychology.<ref>{{Citation |last1=Schaller |first1=Mark |title=Six Degrees of Bob Cialdini and Five Principles of Scientific Influence |date=2012-03-01 |url=http://dx.doi.org/10.1093/acprof:osobl/9780199743056.003.0001 |work=Six Degrees of Social Influence |pages=3–13 |access-date=2023-06-26 |publisher=Oxford University Press |last2=Neuberg |first2=Steven L.|editor-first1=Douglas T. |editor-last1=Kenrick |doi=10.1093/acprof:osobl/9780199743056.003.0001 |isbn=978-0-19-974305-6 |url-access=subscription }}</ref>