"If you've followed my posts here on MarTech or heard me speak about behavioral science in email marketing, you know that I focus on designing messages that align with the way people make decisions. The Four Buyer Modalities - Competitive, Methodical, Spontaneous and Humanistic - are the backbone of that approach. Each reflects a distinct cognitive style that shapes how people interpret information, weigh risk and build confidence before a purchase."
"In short, the majority of shoppers behave like Competitive or Methodical modalities. This alone is significant. But Google goes further. 50% conduct the same amount of pre-purchase research as the rest of the year. 38% do even more. 61% use 5+ touchpoints in their journey. And Google or YouTube or both appear in 86% of all shopper journeys."
Holiday 2025 shopping is psychologically complex: shoppers are cautious, budgets are tight, and brand trust matters more than ever. A growing share of shoppers prioritize saving money, seeking the best deal, and planning purchases rather than buying on impulse. Distinct buyer modalities—Competitive, Methodical, Spontaneous, and Humanistic—map cognitive styles that shape how people interpret information, weigh risk, and build purchase confidence. Many shoppers maintain or increase pre-purchase research, use five or more touchpoints, and encounter Google or YouTube in the majority of journeys. Marketers should design modality-aligned messages and email experiences to match these deliberate shopper behaviors into 2026.
Read at MarTech
Unable to calculate read time
Collection
[
|
...
]