""Between a trigger to becoming in-market, and an eventual purchase, consumer behavior is extremely messy and non-linear," he explains. "But when we looked more closely we found that really there are just two distinct mindsets at play. Consumers often move back and forth between exploring (an expansive activity) and evaluating (a reductive activity) multiple times before eventually exiting the messy middle and making a purchase.""
""The internet is a place where people compare almost everything before they buy. It's a complex task for marketers to ensure their brand shows up and stands out in a sea of abundant product choice and almost limitless information. It seems daunting, but there is a path through the 'messy middle' - and it starts with getting a deeper understanding of how consumers actually decide what to buy.""
Online shoppers compare extensively and face abundant choice and near-limitless information. Shoppers move non-linearly between two mindsets: exploring (expansive) and evaluating (reductive), often repeating both before buying. Brands can influence decisions by capturing preference during exploration, providing clear signals and comparatives during evaluation, and reducing friction by building confidence at the point of purchase. Practical guidance is organized into four areas—behaviors, search, confidence and shopping—to help brands apply behavioral science insights and create better experiences and more effective campaigns across the messy middle.
Read at The Drum
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