Chapter 9: Judgment and Decision-Making Based on Low Effort

 In a recent post, we analyzed the high effort decision making, in which we went into depth about how labels and packing can influence customers' minds into buying a product. On the other hand, Low effort judgment and decision-making is how little time a customer spends choosing a product. The textbook states, "In some low-effort situations, consumers may decide without being consciously aware of how or why they are doing so. As much as 50 percent of all shopping decisions are made spontaneously and unconsciously while consumers are in the store." (Unconscious Low-Effort Decision-Making)

When a customer shops at a Dollar Tree, they know the item's quality will not be at the high end. The customer expects a convenience store where the options are not different and are equal in price. This allows the customer to go into an unconscious state where they can purchase their needs without putting much thought into them. Dollar Tree is the perfect store for those who do not want to stress over what items are the best for them but rather a low-maintenance shopping experience.