Chapter 9: Judgment and Decision Making Based on Low Effort

The Representativeness Heuristic

 When one wants to buy running shoes the likelihood that they will purchase from Nike is predictable. They might compare the shoe quality with other running shoe companies, such as UnderAmour, ASICS, or New Balance. If one observes the similarities of a Nike shoe with another well known running shoe brand one will determine the high quality of the product. That is why many use Nike running shoes as they obtain comfort, slick color schemes, and great design. Many competitive leading brands try to copy Nike's shoe's ideas, as they may look similar which will create observers to believe that their shoes are great quality like Nike. 

Availability Heuristic

Nike tries to create campaigns in hopes to create connections with people. This strategy will influence consumers to be more likely to recall more accessible or more vivid events which will influence their judgment. For example, years ago one owned a pair of Nike Cortez which was aimed to be a track shoe. That same consumer remembers how comfortable they felt when wearing these shoes, so now they apply those positive memories to make a decision to buy a pair of Nike Cortez. The experience greatly influenced the buying decision in the person by their positive memories. 

Using word of mouth communication is another example of accessible information that can lead to the use of availability heuristic. If a friend or family member highly recommends you the Nike Air Max for running or for casual everyday footwear one will be motivated to make a purchase as you are likely to affect your estimates of Nike's high quality through recommendations.

Unconscious Low-Effort Decision-Making

In some cases consumers make decisions without being consciously aware of how or why they are buying. Most shopping decisions are made spontaneously and unconsciously while consumers are in-stores. When creating an unconscious purchase one may be strongly affected by the color scheme in Nike shoes displayed in store that they make their way to checkout to buy the shoe. Even though when one buys shoes they take different perspectives into consideration like the style, comfort, price, quality but when a shoe catches your attention all the other perspectives are put to the side. As you desire to purchase these shoes because you admire the color scheme. When making decisions, consumers decisions are often affected more by visuals aspects of the packaging. For example Nike uses the bright bold orange color for their shoe boxes so it catches the attention of consumers. So when one opens their closet they are attracted to the Nike shoe box which will increase the chances of the person wearing the shoe.

Conscious Low Effort Decision-Making 

People make purchases using the hierarchy of effects for low-effort situations. A consumer makes a purchase due to the set of low-level beliefs based on brand familiarity and knowledge obtained from Nike. As Nike is a brand with repeated exposures such as campaigns, celebrity endorsement, and advertisements. These beliefs serve a foundation and while using Nike products the consumer evaluates the brand. Nike is known for their positive attitude towards their products as they believe Nike satisfies consumer needs. When consumers experience good feelings with Nike products for the first time the overall experience can increase positive feelings towards Nike.