Chapter 8: Judgment and Decision-Making Based on High Effort

Judgment and Decision-Making Based on High Effort

   As mentioned in every previous blog post, we talk about and analyze Nike's approaches to their advertisements and campaigns. Each is unique and touches upon every aspect that appeals to each individual's level. However, we have not yet talked about the judgment and decision-making of their customer. Judgment is defined as an "evaluation of an object or estimation of the likelihood of an outcome or event. When a customer conducts the decision-making process, they estimate the product's value, likelihood, and goodness or badness. They will also grab all sorts of information that would further evaluate whether to make the purchase or not. 

  In this context, let's step into the shoes of a consumer. We as consumers, always think before we buy. Well, something I do hope we all do right? Some people spend and buy things impulsively. Those who do think before they buy undergo high-effort judgment processes. A complex process that has many steps, but there is a conclusion. Let's briefly touch on the crucial steps in the judgment process. First off is imagery. We, humans, have creative and imaginative minds. We can picture ourselves and visualize scenarios with ease. This is what makes us unique as compared to other living beings. 

   

    Let's practice that for a moment. Imagine you are a customer of Nike and looking for a new pair of shoes. You're an athletic type of person and want something to fits your activity while looking good in them. You see a pair of running shoes that attract your attention. You pick it up and examine it. You ask a store clerk for your size to try on. As you slip into these shoes, what's next? Your imagination comes in, and you begin to picture yourself running with these pairs of shoes. You then start to factor in other things such as your look and fashion. Once all that is done, you then have decided. These are the perfect shoe for you. You then ask for the price for the shoe. To a surprise, the shoe was way out of your budget. This is where your mental accounting comes in. You think about the amount you're willing to spend and how the benefits would overweight the negatives. This then leads to the emotional accounting part of the decision making process. You think whether the purchase would bring any positivity or negativity due to the amount being spent. In the end, the positives beat out the negative. You then checkout and walk out of the store. You are satisfied with your purchase and go home as a happy camper. This is summing the basics of the high-effort judgment process that we all undergo. This is just a simple rundown. As mentioned, this could go into more length and depth. 

  In terms of Nike, they condition their consumers with the mentality that their product is the go-to for sports uses and wear. Based on this, you can see that loyal Nike consumers develop a judgment bias towards Nike compared to other brands. Since their first experience was with Nike, they would adopt confirmation, self-positivity, mood, and prior brand evaluation mindset. When a specific emotion emerges, they would automatically think about Nike. In addition, all of their influences are based on their role models and idols. With Nike using a public figure like these, it effectively tapping into their fan's minds and purchasing habits. This creates a massive bias toward Nike and that it is the brand to trust compared to other similar products.  

  Lastly, Nike loves utilizing the affective decision-making process with its consumers. Look back at all the advertisements Nike has released, they all motivate and push people to "be better" and find their inner potential. All these words in their advertisements invoke positivity and contribute to their people preferring Nike over other products. As mentioned in the previous blog post, Nike is a brand that is keen on customers and cares about them on a personal level. Some would disagree, but it has accomplished feats that say they do.