How does consumer judgment differ from consumer decision making?

Consumer judgment refers to the process by which individuals evaluate and form opinions about products or services based on their perceptions, beliefs, and experiences. In contrast, consumer decision making involves the actual process of choosing among alternatives, which includes steps such as problem recognition, information search, evaluation of options, and making a purchase. While judgment influences how consumers perceive and assess options, decision making encompasses the entire journey leading to a final choice. Thus, judgment can be seen as a precursor to the decision-making process.