AbstractDividing the consumer's decision process into smaller units enables the design of marketing programs that target one or more of these units. It is proposed here that quick choices -- yes-no decisions concerning whether or not to enact an initiating idea -- are decision-process units that correspond more closely than previous systems of units to the form of natural decision making. Because these units have a simple common structure, they can be easily conceptualized and used. At the same time, a diversity of types of quick choices can be described, thus enabling the marketer to use a more detailed analysis of the consumer decision process.
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