Thursday, November 19, 2009

How we make buying decisions

This is amazing.  It's about how people make buying decisions.  If you don't see yourself in it immediately, it's only because you -- like me -- do this all the time without being conscious of it.  I guarantee that you will soon start to catch yourself doing exactly what he describes.

The first part of the video is Siamack Salari, the ethnographic researcher who analyzed and identified the buying decision process.  It's a little dry when he explains the process (although it's an excellent explanation of what ethnographic research is if you're not familiar with it), but keep watching.  The videtaped examples that follow are truly uncanny.  If you were to see them in a different context and without the benefit of his narration, you'd say, "So what?  A woman buying some hamburger buns."  But she's doing more than buying hamburger buns.  She's going through a very specific thought and decision-making process.  The same one you and I do almost every time we buy something.

Establish a reference point. Compare to the alternatives. Make a decision. Do a final check to be sure. 

If you'd like to check out his website, which is also very interesting, it's called

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