Table 2.

Different steps of a decision process: health care analogy for the different market evolution stages.

Market evolution stage; Consumer context [26]	Health care analogy
	Individual context	Group context
Becoming aware of a need Becoming aware of a product	Receiving a diagnosis and becoming aware of (possible) therapies	The experiment is described: patients become aware of different alternatives (therapies)
Deciding what information to acquire and how to acquire it	Deciding what information (on possible treatments) to acquire and how to acquire it, deciding who (eg, family members, caretakers) needs to be involved in the decision-making process	Deciding what information to use that has been made available
Forming decision rules: deciding whether and which options to consider	Forming decision rules: deciding whether and which treatment options to consider	Forming decision rules: deciding whether and which treatment options to consider
Deciding whether to choose now, delay, or never choose	Deciding whether to choose a possible treatment, choose no treatment (eg, watchful waiting), choose to delay treatment, or choose not to be involved in the decision process	Deciding whether to choose a possible treatment or choose no treatment (eg, watchful waiting)
If choosing now, deciding which option to choose	If choosing now, deciding which treatment option (including the option of watchful waiting) to choose	If choosing now, deciding which treatment option (including the option of watchful waiting) to choose