A micro-behavioral marketing model provides the conceptual framework to explain free choice decision making among consumers who purchase our products or services. Since it is a micro model, it portrays the decision making of each individual respondent, one at a time. The underlying structure of the model is a highly simplified representation of the extremely complicated cognitive processes which actually take place when a consumer decides to choose or not choose a particular product or service. The simplifying assumption is that we are "creatures of satisfaction." We tend to make decisions, within acceptable economic and social constraints, which favour the things we like the most and derive the most satisfaction from possessing.