Clarification on “Decision” and “Outcome” in the ADO Framework

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Faiz Qamar

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Oct 22, 2025, 4:25:02 AM (6 days ago) Oct 22

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Dear group members.

I hope you are all doing well. I am currently working on structuring my systematic literature review using the ADO (Antecedents–Decisions–Outcomes) framework and would like to seek some clarification regarding the distinction between the “Decision” and “Outcome” components.

Specifically, I am trying to understand whether the “Decision” element is more closely related to the mediating variable or the core action/process in the research model, while the “Outcome” represents the consequences or dependent variables.

For instance, in a model like Social Media Influencer Content → Brand Trust → Purchase Intention, should “Brand Trust” be categorized under Decision and “Purchase Intention” under Outcome?

However, I have come across some variations in the literature.

For example, in the SLR based on the ADO framework by Pushparaj and Khushwaha (2024), purchase intention has been classified under Decision, along with other factors like consumer attitude, brand selection, and shopping habits. Their paper states:

“Decisions influencing consumer behavior are multifaceted, as evidenced by research exploring factors such as purchase intention, social and online shopping habits, vendor and brand selection, and consumer attitude… Purchase intention stood out among the decision variables, garnering 106 votes.”

Similarly, Priya and Sathish (2024) also categorized purchase intention under Decision rather than Outcome. Their logic seems to align with the idea that purchase intention reflects a consumer’s behavioral decision rather than a final consequence.

This categorization seems to differ from the general assumption that purchase intention is an outcome or consequence variable.

Should purchase intention be more appropriately classified as a Decision variable (reflecting consumers’ behavioral intention or evaluative choice), or as an Outcome variable (representing the consequence of prior decisions and influences)?

This, however, raises a conceptual question:
If purchase intention is considered part of the Decision element, where should we position mediating variables (like brand trust, attitude, or consumer inspiration)? Would they also fall under the broader “Decision” category as part of the internal decision-making process? And in that case, what constructs would appropriately represent the Outcome component—perhaps actual purchase behavior, loyalty, or brand advocacy?

I would appreciate any perspectives or references that can clarify how to categorize such constructs consistently in an ADO-based SLR.