Chapter 11 provides a structured account of consumer decision-making, dividing it into pre-purchase, purchase, and post-purchase stages. It describes how need recognition, information search, and evaluation of alternatives generate a consideration set, where consumers apply decision rules to arrive at choices. The chapter then explores heuristic decision, detailing rules of thumb, shortcuts, and situational triggers that lead to impulsive, habitual, and compulsive purchases. It emphasizes how contemporary marketing and digital environments can amplify these tendencies, often undermining well-being. In contrast, the section on conscious decision outlines mindful practices for deliberate pre-purchase, intentional purchase, and reflective post-purchase evaluation.