What is the role of critical thinking in consumer decision-marketing? (from a consumer or marketing perspective)

Expert Answers

An illustration of the letter 'A' in a speech bubbles

Critical thinking can be generally defined as “the process of applying, analyzing, synthesizing, and/or evaluating information gathered from, or generated by, observation, experience, reflection, reasoning, or communication, as a guide to belief and action." In terms of marketing, this process would involve the critical evaluation of consumer market trends in...

Unlock
This Answer Now

Start your 48-hour free trial to unlock this answer and thousands more. Enjoy eNotes ad-free and cancel anytime.

Start your 48-Hour Free Trial

Critical thinking can be generally defined as “the process of applying, analyzing, synthesizing, and/or evaluating information gathered from, or generated by, observation, experience, reflection, reasoning, or communication, as a guide to belief and action." In terms of marketing, this process would involve the critical evaluation of consumer market trends in order to cater marketing projects for a specific target audience. This would include analyzing the habits and psychological framework of the consumers within this market. As such, the marketing professionals in question would have to distinguish procurement preferences as these preferences relate to target demographics. This process would include elements like Problem Recognition, the acknowledgment of the need for a specific product; Information Search, the evaluation and collection of consumer behavior data, including purchase trends; Alternatives Evaluation, the recognition of possible recourse in terms of product availability; Purchase Decision, the factors that lead up to and include the actual purchase of the product in question; and finally, Post-purchase Evaluation, the evaluative response on behalf of the seller in regard to the product's customer satisfaction.

Consumer-decision marketing thus entails a highly involved and, to a large degree, evaluative discourse that requires a great amount of analytical and reflective reasoning. It is all meant to improve the customer experience and make the sales process as efficient as possible.

Approved by eNotes Editorial Team