Introduction: The Concept Shaping Stage. Where It Starts No matter what people might say about their immunity to the influence of the commercials and the slogans advertising certain goods, it cannot be denied that in most cases, the decision to buy a certain device or any other type of goods shapes the process of being brainwashed by the TV commercials. That is why, although I consider myself a person of decent logics and strong will, my first idea of buying a new computer mouse was rather an effective response to the online commercial of the new gadget rather than a cognitive response to the fact that my old mouse was not quite comfortable to operate. Searching for the Optimum Solution: Across the Plethora of Choices It must be admitted, however, that the stage of decision-shaping, somehow influenced by the numerous advertisements and the desire to obtain the trending device, and at the same time predetermined by a considerable need, was followed by a nonetheless important process of searching for the most appropriate model of a mouse. At first, I had an instant impulse of categorization (Hoyer and McInnis 108) and recalled the Logitech Co. , but then I decided to dwell better on the choice of the company. Therefore, I can claim that the choices made was not induced by the advertisements and the numerous commercials, but by my own needs and wants. However, even though I did my best to use the long-term memory and recall the information about the existing brands, but there can be no doubt that my short-term memory also did its job and I recalled several issues that I learned subconsciously when watching TV commercials or passing the billboards with computer gadgets on them. Consequently, I continued further search for an appropriate device, looking for the knowledge network where I would obtain the necessary information on the device and choose the best mouse model to buy. On the Decision-Making Issue: Weighing the Pros and Cons One of the most complicated elements in the process of decision-making and the further choice of the actions to be taken were dealing with the knowledge network and analyzing what information I had at disposal. I had to admit that I had considerable knowledge of the consumption and the use of the product, which was extremely essential. Consequently, I had vast product knowledge. Moreover, the level of self-knowledge was quite sufficient as well – I realized that I could handle even the most modern gadgets since I had a previous experience with quite unusual computer devices. However, I had very little purchase knowledge, since I had a very vague idea of where to buy the mouse and how much it cost. The latter problem could be helped easily, though, for I had enough sources to check for making the right choice and picking the gadget that followed every single requirement of mine. I should also mention that I deviated from the typical cognitive model of learning about the product, since after perceiving the new information I did not make an immediate connection with the old one, but tried to analyze the new issues and structure them. It was only after I arranged all the details concerning the new computer mice that I started comparing it to the prior knowledge. Thus, I could have probably missed incorporating all the essential information, which is rather regretful. Nevertheless, I managed to draw parallels between the old and the updated information and ever learn about my misconceptions about computer m