Decision making is a multiple step processes that involves identifying the problem or the need, looking at the choices available, finally making the purchase and eventually dealing with the consequences. We all make decisions of different level of complicity and importance on a daily basis without even realizing it. For example: driving on the road you decide when the right moment is to turn; when buying a car, you make a decision on what car is best for you based on milage, model, year. Dr Joel Hoomans in his article “35,000 Decisions: The Great Choices of Strategic Leaders” discusses that every person make 35,000 of basic decisions every day without realizing it. To read a whole article visit https://go.roberts.edu/leadingedge/the-great-choices-of-strategic-leaders  

Although it seems pretty easy to decide, we need to understand the impact that the purchase will have on us in the future. Depending on the importance of the decision that’s being made, people will deal with have certain emotions afterwards, for example, if someone enjoys the car, they have purchased they are going to be happy and feel satisfied, although if someone bought a shirt and it has shrunk in the wash, they will be upset and disappointed afterwards. This is why it is crucial to do research and make sure that the decision will be profitable in the future. As Somya Somya has stated in her article “Importance of Research in Business Decision Making”: “Research provides decision-makers with reliable and relevant information to help them make educated decisions”. To learn more visit https://www.linkedin.com/pulse/importance-research-business-decision-making-somya-somya/

What happens after the decision?

After someone makes the decision, they are most likely going to experience the following emotions: post-purchase dissonance which is the feeling on anxiety and fear over not knowing whether the decision they made was right. For example: if someone is in the process of testing out the new coffeemaker and they have not made up their mind about the product yet, they are still questioning their decision and are unsure about whether or not they made the right decision. 

Buyer learning which is the process of a person exploring and learning about the decision they made. This is the process of combining the previous knowledge with the first feelings that the person is starting to experience based about their decision. For example, if someone’s car breaks down within a week of them having it, they will start questioning their decision. They will have to learn more about decision they make and make up their mind about whether they are happy with the decision they made.  This is when the satisfaction/dissatisfaction comes to play. It is basically the process of a person confiding in themselves and admitting whether they are happy with the decision or not.  Satisfaction may be the last step of the decision-making process. If the person enjoys the decision they have made, they may decide to repeat it over and over again. Although, if they are unhappy with the result, they may decide to get rid of the product or course correct their actions to not make the same mistake again. The process of getting rid of the items or course correcting the actions is called disposition. For example, if someone runs a stop sign and gets into a car accident, they will make sure to be careful and come to a complete stop every time in the future. 

Let’s Wrap It Up

Overall, the decision making is a difficult and time-consuming process that requires hard-work and energy to think it through. Important decisions do not happen overnight. As Dr. David. A. Weiman has stated in his article “Use the “3-Day Rule” for Making Big Decisions”: “The 3-Day Rule is something you choose. It puts more within your control. Also, I have found living with the decision for 3 days is enough time to make big decisions with confidence.” You can read his whole story at https://www.weimanconsulting.com/2016/10/use-3-day-rule-to-make-big-decisions/#:~:text=The%203%2DDay%20Rule%20is,make%20big%20decisions%20with%20confidence. I use a the 3-day rule to make every important decision in my personal and professional life because I feel like sometimes, we look at things different with a cool mind and can make a more profound and profitable decision in a long run. 

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