Zoomers and healthcare choices: A study of mental processes of consumer decision‐making in the digital age

Abstract This paper investigates the pre‐decisional cognitive dissonance states that guide Generation Z's consumer behavior, with a focus on the healthcare sector. By integrating insights from neurology, cognition, and psychology, the study addresses the lack of understanding regarding the psychological underpinnings of this cohort's rapidly evolving consumption patterns. Key contributions of this research include identifying cognitive heuristic elements, such as latent needs, that trigger pre‐decisional cognitive dissonance. The study empirically demonstrates how these elements influence Generation Z's decision‐making process, particularly in their shift from traditional allopathic healthcare to alternative and complementary medicine. The data, collected from 35 Indian Zoomers, reveal that this cohort relies heavily on internal cognitive cues and self‐driven information processing to make healthcare choices. This study establishes a new framework for consumer decision‐making, highlighting the role of cognitive dissonance in navigating information overload and selective exposure. Overall, the research provides valuable insights into the psychological and cognitive factors driving Generation Z's healthcare decisions, offering a robust foundation for marketers and healthcare providers to develop more effective strategies tailored to this influential consumer segment.