Chapter 8: Decision-Making Based on High Effort
Emotional Accounting
Nordstrom customers are given positive mental account for spending their money and time at Nordstrom because of their amazing attention to the customer needs from selection of product to service. As Nordstrom mission statement notes their commitment to being an amazing shopping experience for the customer since they deserve to shop in a welcoming and pleasant atmosphere which positively impacts their mood. In addition, since Nordstrom has a large selection of products from makeup, sustainable fashion, workout gear to designer there is a large likely hood that the customer will find what they are looking for and be a one stop shop. This allows consumers to make purchases based on high effort.
Nordstrom works hard at making the shopping experiences be as positive as possible. Their priority is always customer service, so when you think of Nordstrom you think of how enjoyable the shopping experience was. Therefore, Nordstrom plays off of the affective decision-making model which is a process where consumes base their decisions on feelings and emotions. When customers enjoy their shopping experience, they are more likely to return to the store or spend more time their thus spend more.
Goals
Consumers may walk into a Nordstrom with an idea in mind of what they need to buy, but once inside the store their goals can potentially change. Nordstrom offers a wide variety ranging from clothing to shoes to jewelry to home decor and necessities. With that being said, consumers are given positive feelings due to having many options including price range. One may walk into Nordstrom with the goal of only buying one thing as a gift for someone with no certainty of what exactly they want to buy. After walking around and taking note of the options, one will now have a more clear goal of what they want to buy. There is flexibility in going into a store like Nordstrom when a consumer does not have a concrete goal of what to buy. This allows the consumer to feel good about what they purchased versus a purchase that was limited with minimal effort.
Time
At Nordstrom, there is a wide price range that can influence the time a consumer goes into the store. Consumers may go into Nordstrom when they have money to spend and buy designer items. Conversely, a few months from that time, consumers may be a little tight on money and that changes what they buy into something more affordable. Also, in order to have a positive experience shopping at Nordstrom, a consumer may consider the time as related to the days of the week they choose to go. A consumer that does not want to wait in long lines and does not prefer crowded areas may choose to go on a less busy day like a Monday morning or afternoon. The decision outcome would cause a better personal experience for the consumer.
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