4. Purchase Decision Somewhat surprisingly, the purchase decision falls near the middle of the six stages of the consumer buying process. At this point, the customer has explored multiple options, ...

My husband is shopping for a mattress. Not for our use, but for the guest room. Since I won’t be sleeping on it, I have been able to distance myself from the process, which has gone on for weeks, and ...

Marketers, by now, are well-versed in the customer journey. And for good reason: being aware of the twists and turns a customer takes on the way to a sale is incredibly instructive—not to mention ...

The way in which consumers are influenced by emotions in the decision-making process has become evident in the last couple of decades. Traditionally, consumers have been asked ‘how they feel about ...