# Research from Professor Henry Assael on consumer purchase decisions is highlighted

1 Faculty News May 6, 2020 ![Medium Logo](/sites/default/files/styles/246w/public/assets/images/mediumlogo192x144.jpg?itok=OLoZh-MQ)>

Excerpt from [Medium](https://medium.com/woodshores/smartwatches-and-all-that-glitters-bebbdb62e40a) -- "According to Prof. [Henry Assael](https://www.stern.nyu.edu/faculty/bio/henry-assael) of NYU, most consumer purchase decisions can be summarised as complex buying decisions, dissonance buying decisions, variety seeking decisions or habitual buying decisions."

[Read More](https://medium.com/woodshores/smartwatches-and-all-that-glitters-bebbdb62e40a)