Mediatisation of the world and the increasing power of social networks, means that consumers’ choices are more and more based
on identity play, gaining social currency and self-branding. Furthermore the choices are significantly influenced by the changes in
decision making context for example time pressure and endless opportunities. All these changes affect consumer’s decision
making that is the choice of decision making strategy. This study is based on theoretical reasoning and empirical data. The results
show that the choice of decision making strategy will depend on the social potential the products have. The approach is
multidisciplinary, taking elements and ideas from several theoretical frames related to consumer’s decision making. This topic
is of outmost importance to all BtoC marketers. It is important to know how customers decide and what changes to anticipate.
Furthermore, it is important for policymakers who wish to be able to influence consumers’ consumption habits in order to make
them healthier, greener, more ethical or to favour domestic products. Future developments of variables affecting consumers’
choices are estimated and implications for marketing are discussed.

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• The future of consumer decision making