Behavior Patterns for the Decision-Making Phase

Summary The “decision-making phase” is not surprisingly at the heart of the whole decision process (Fig. 5.1 and Fig. 5.2). Consequently, this is also where the most significant proportion of primary behavior patterns can be found. In total, 84 patterns have their central application context in one of the seven sections of this phase. Trust describes the first step in decision-making: a provider is evaluated as a reliable partner for the upcoming purchase. If this test is positive, the product evaluation follows. This is where a decision is made as to whether an offered product meets the functional and emotional requirements of the user. If this is the case, the price evaluation follows, in which the price charged is set in relation to the individually evaluated performance of the product, and a price-worthiness assessmentPreisPreiswürdigkeit is derived. If a user accepts the product and the price, it often requires more substantial external incentives to force the purchase decision activelyKaufentscheidung. This takes place in the persuasion section. If, on the other hand, a user is to be influenced less explicitly, but instead, the choice is to be made easier, the behavior patterns from the area of decision come into question. Once all decision-inhibiting factors have been overcome, the challenge for shop operators is to increase the shopping cart volume with cross-/up-selling, whereby behavior patterns can also support. Ultimately, however, all this must not lead to the purchase process being interrupted or the purchase completion as a central goal being jeopardized. With the help of suitable behavior patterns from this area, it can be ensured that users can circumvent the typical termination points in the closing process (such as entering payment data or legal instructions).