Topics Under Chapter 9 Learning Choice Tactics By Dean The main idea of this chapter revolves around low-effort purchases and how the consumer processes information and makes a decision either consciously or unconsciously. The human mind has developed a mechanism to make choices easier especially when it comes to low-effort decisions. It’s important for marketers to learn how to condition their consumers to always choose their brand. Through operant conditioning, marketers are able to reinforce (satisfy a consumer), punish (when the consumer experiences negative emotions) create repeat purchase, and teach choice tactics. Homedepot has successfully done so by implementing a reward program called Pro Xtra. As you can see, the company offers its members exclusive perks and good deals to keep them coming back to their stores. Because of this program, consumers will develop choice tactics such as habit, brand loyalty, and even price as a simplification strategy that will benefit Hom...