Decision Map Flashcards
What are the six pillars of the Decision Map and what relation do they have to one another?
- Deviance
- Novelty
- Social
- Conformity
- Investment
- Necessity
Each of these pillars bleed into the one closest to them.
What is the internal question of a deviance decision-maker?
Will this help me stand out or break cultural/social norms?
Deviance decision-makers will choose products, behaviors, beliefs, attitudes, friends, personal image, and decor based on whether an action will help them deviate from normally accepted standards. Their personal appearance is set to show others that they don’t conform to typically accepted purchase behaviors and social norms.
What is the internal question of a novelty decision-maker?
Is this noticeably new, and will others see it?
Novelty decision-makers will choose products, behaviors, beliefs, attitudes, friends, personal image, and decor based on whether the action will show that they are early adopters of new trends, technologies, and products. They will make decisions based on how ‘new’ the experience is and thrive on choosing behaviors that give them experiences they haven’t had before.
What is the internal question of a social decision-maker?
Will this make people around me show interest or connect with me?
Social decision-makers will choose products, behaviors, beliefs, attitudes, friends, personal image and decor based on how the action will be viewed and interpreted by others. They are more likely to adapt to new fashion trends, hide their flaws, and display behaviors designed to impress or please the please around them. Their decisions are regulated by their estimation of how others will interpret their behavior.
What is the internal question of a conformity decision-maker?
Are others in my peer group doing this, and is it acceptable to them?
Conformity decision-makers will choose products, behaviors, beliefs, attitudes, friends, personal image and decor based on whether the action will maintain their status in a social group. They typically are averse to radical shifts in behavior and will make decisions based on how it will appear to their close peer group. As conformity decision-makers choose their actions, they will consider the social implications first and whether or not their close peers are doing similar things.
What is the internal question of an investment decision-maker?
Is this investment or behavior going to provide me with a valuable return?
Investment decision-makers will choose products, behaviors, beliefs, attitudes, friends, personal image, and decor based on how the action could affect them on an investment level. The return on investment is usually the guiding factor. They are prone to overanalyze unless they are primed to be completely receptive.
What is the internal question of a necessity decision-maker?
What specifically makes this necessary versus other options?
Necessity decision-makers will choose products, behaviors, beliefs, attitudes, friends, personal image, and decor based on whether the action will fulfill a specific purpose. They weigh options more than others and will typically be more patient with decision making unless they are triggered by the limbic system to act.
Describe the cell phone case of a deviance decision-maker?
The Deviance person will be looking for the case that really stands out. Maybe the one in the shape of an oversized cat, or one with bright colors or lights.
Describe the cell phone case of a Novelty decision-maker?
The Novelty person would be standing there, looking through the options, trying to find the clearest and minimal case possible. This would allow everyone they interact with to notice the brand-new iPhone they just bought–and probably got on the day it was released.
Describe the cell phone case of a Social decision-maker?
The Social person would be kneeling, looking at all the transparent phone cases that contained glitter. They’re asking themselves, ‘What’s going to help me connect to others?’ They might be reaching for the one with a sports team logo on it or one that draws attention.
Describe the cell phone case of a Conformity decision-maker?
The Conformity person would be looking for the case that doesn’t stand out too much and matches the case that looks most like what everyone else has.
Describe the cell phone case of a Necessity decision-maker?
We all know a Necessity person. Everyone begs them to upgrade to a new phone. Their phone is riddled with cracks, and they assure you, ‘It works just fine for me. I don’t need a new one.’ But let’s assume they finally broke down and bought a new phone. They’d be there in the aisle, looking for either the cheapest case or the one that is going to last a lifetime.
Describe the cell phone case of an Investment decision-maker?
An investment person would study the phone cases for just a little longer. They need a case that will protect the phone as much as possible, giving them the maximum return on investment for their precious new phone that they also chose because of its perceived return on investment.
Example (Interrogation)
A suspect is escorted into the station, and you notice their arms are covered in tattoos. They also have hair that’s dyed blue and a few nose rings. You identify them as ________. and decide to remove your collared shirt and tie, opting instead for a t-shirt or polo. In the interrogation room, you know the decision to confess is rooted in the question associated with their Decision Map location: Will this help me ____ ___ or _____ _____ / _____ ______?
Deviance
stand out or break cultural/social norms
Example (Dating)
You’re on a second date with someone, and you are starting to like them. You identified them early on as ________ - so are you. When you sit down to eat, you show them the brand-new phone that just came out, and you both make it a third date to get them one as well.
Novelty
