This document discusses how consumers make purchasing decisions in a non-deliberative manner similar to solving puzzles. It notes that when solving puzzles, people will try a path and if it fails will choose another path or default to a certain application. Similarly, consumers will choose a product initially and only change their choice if they find a better option. The document was created by Sameer Agarwal during an internship with Professor Sameer Mathur of IIM Lucknow.