These decision-making styles are flexible.
The same person can be a different kind of buyer in different situations. Borrowing from our post about decision-making styles, imagine eight different kinds of buyers: the perfectionist, the image-conscious, the hedonist, the frugal, the novelty seeker, the impulse shopper, the confused, and the loyal. This is more easily illustrated than explained. Yet price is also a data point which consumers weigh heavily into their decision-making process. Yes, that is its primary purpose: to tell a buyer what a good or service costs. Price isn’t just what you pay for a product or service. Price Isn’t Just a Number: How Pricing Creates Meaning
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