Decision waves: consumer decisions in today's complex world

Purpose – The purpose of this paper is to examine the dominant consumer decision theory models and understand why that theory has received little empirical validation. A “decision waves” theory is proposed – an alternative, multi‐phase approach to decision making using image theory. An approach to validating empirically the multi‐phase theory is outlined. Design/methodology/approach – This conceptual paper examines the foundations of modern consumer decision theory and argues for a more representative model of actual consumer decisions. Findings – Decision waves provide a theoretical approach to represent more accurately consumer decision making and improve understanding in this foundational component of marketing. Decision waves do not change detailed empirical findings: however, they do change the macro perspective of how those findings are assembled for marketing. Research limitations/implications – An empirical test of decision waves theory is ongoing. Practical implications – The concepts outlined in this paper will change segmentation, positioning and how tactical plans are developed within the marketing mix, particularly for promotional strategies. Originality/value – A theoretical approach that represents decision making more accurately will bring us closer to understanding this foundational component of marketing. It provides a basis for differentiation in congested markets.