Adaptive Strategy Selection in Consumer Decision Making

Adaptive behavior enables a person (often used in the context of children) to cope with their environment most successfully and with minor conflicts with others. It is a term used in the field of psychology and special education.

Adaptive Strategy Selection Model

A theoretical concept founded by American psychologists Robert S. Siegler and Christopher Shipley posits the existence of many related problem-solving methods to a young person's cognitive supply. It describes how the use of these methods changes over time. As mentioned in the model, competitive methods for recruitment: gradually and empirically, better methods are used more often, while less effective methods are used rarely. It is defined as follows: "The first example of methods used in the adaptive strategy choice model would be the degree to which a child realizes how to solve an arithmetic division problem using use multiplication or how to solve a multiplication problem through memory instead of counting."

Consumer Decision-Making

The three types of decision-making are nominal, limited, and extended. These types of decision-making have varying degrees of involvement in the purchase. Nominal decision-making involves little purchase, while limited decision-making requires moderate purchasing participation. Protracted decision-making requires a high degree of involvement in purchasing.

Many factors influence the overall behavior and decision-making of consumers, including psychological factors, cultural factors, personal factors, economic factors, and social factors. When considering psychological factors, you use consumers' existing motivations, perceptions, knowledge, and beliefs to influence their decision-making. Social factors refer to who is close to consumers and how these people influence their purchases. These relatives refer to the consumer's family and reference group. The state of the consumer in his surroundings also affects his purchase. Cultural factors refer to the values and ideologies of consumers.

Companies can use these ideologies to develop products that care about their consumers, which increases their chances of buying those products. The consumer's social class also contributes to his cultural factors. When considering individual factors, consumers buy products based on age, income, occupation, and lifestyle.

Economic factor refers to their income and ability to buy products that suit their needs. People with higher incomes can invest in more expensive products.

Consumer Decision-Making Strategies

In these strategies, consumers allow a higher value of one attribute to offset the lower value of another. For example, if a consumer is looking at a car, a high fuel economy value can compensate for a lower value in terms of seating capacity. The following three strategies are called non-compensation strategies. In these strategies, each attribute of a particular product is evaluated without considering the other attributes. Although a product may score very well on one attribute, otherwise, the product will be removed from the review process.

The first is Satisfactory, where the first product is evaluated as meeting the threshold values for all selected attributes, even if that product is not the best. The second of these strategies, Aspect Removal, sets a threshold value for the most critical attribute and allows all competing products that meet this threshold value to reach the following attribute and its threshold value. The third strategy, Lexicographic, evaluates the most important attribute. If one product outperforms the others, stop the decision process and choose that product; otherwise, it will move on to the following most crucial attribute.

The following two strategies are called partial compensation strategies, where strategies are evaluated sequentially against each other, and higher attribute values are considered. The first of these strategies is called Majority of Dimensions Compliant. The top two competing products are evaluated across all attributes, and the product has the highest value across multiple sizes or attributes. The calculation will be retained. This winner is then judged against the next competitor, and the one with the highest value across some dimension is re-selected. A second partial compensation strategy is the Frequency of good and bad traits, where all products are compared simultaneously with the threshold values for each related attribute. The product whose "best" characteristics exceed the threshold values is the winner.

Shifting to Adaptive Strategies

Adaptation strategies are on the rise in many categories. This means building agile strategies based on real-time information that allows for a continuous re-evaluation of the context around us and the opportunities available. It is a strategy that allows for genuinely comprehensive scenario planning. Do more than plan for some of the most likely scenarios; put culture, systems, and tools in place that encourage and enable questioning continuous questioning and game planning for all situations. Marketers and brand makers are uniquely positioned to thrive in a world of an adaptive strategy. After all, there is no more chaotic environment today than marketing and its various related fields.

Choose the Right Fuel

By diversifying our data sources and combining transactional data with research results, we can track the pace of change more accurately and representatively as it happens. The key is ensuring we look at live data sources and build the infrastructure that allows real-time data to be mined continuously. It is about ensuring we use the latest and most excellent fuel and then building the engine to its fullest potential.

Build more Innovative Engines

Even the best data in the world cannot guarantee success. We are often so focused on collecting data that we must remember what we do with that data matters. An example of this is the difference between the traditional segment and the living segment. Unlike traditional segments that rely on static data, adaptive segments take advantage of direct integration with live data sources.

Only let Machines do some of the work. Keep your Finger on what is important

Although machines are much better at spotting trends than humans, we still have an essential role to play. Continue to pay attention to the changes and changes that data brings, but then use expert knowledge to know how important or insignificant it is with brand ambitions.

Sprint to where the Ball is Headed

Even with all the right pieces in place, it still takes a concept of courage to see the real business impact. It is one thing to recognize a change that has occurred quickly, but a successful adaptation strategy means using that insight as a springboard to predict and act on what is most likely to happen. Is it possible that people were wrong? Absolute. Nevertheless, this risk differs between marginal growth and real market disruption.

Creating a way of doing things that Celebrates Change

We have had time to think about purpose. Whether it is marking items as drafts or indicating finality in filenames, the idea of constant change is, in many ways, counterintuitive to the culture surrounding our work products. Instead of seeing updates as changes that make things happen, create a culture where continuous improvement is celebrated.


For each product, marketers need to understand the specific decision-making strategy used by each consumer segment that buys that product. If this is done, marketers can position their products so that a decision-making strategy leads consumers to choose them. Adaptive decision-making is a standard method for reducing the cost of developing and maintaining efficient heuristic solutions. Instead of forcing the developer to choose a particular discovery strategy, the adaptive problem solver adapts to the application's unique characteristics.