The most
important
moments may
be prior to or
sometimes after a
point of purchase
point.
The point is that moments and
cues/triggers are the most
essential elements to what is the
new framework for marketing
research. Research methods - to
yield relevant insights - must be
able to identify what moments
are most important along a
consumer’s journey and to know
what cues/triggers are signaling
implicitly to motivate purchase
behavior in those moments. The
most important moments may
be prior to or sometimes after a
point of purchase.
What are some of the ma jor
changes you have observed
with regard to the shopper’s
path to purchase – especially
in the past decade?
As per your vast experience
what
are
the
various
“moments”
cues/triggers
that are relevant to buying
behavior?
David Lundahl: Consumers react
differently based on the moment
- who they are with, what
concerns them the most, what
is the context of the experience,
and
what
are
their
past
memories.
When consumers
are thinking fast, their purchase
decisions are motivated by the
cognitive short cuts they use in
specific moments to navigate the
thousands of choices available
to them. These shortcuts or
heuristics are elicited by a
short list of purchase criteria of
importance that are signaled
by cues/triggers. These cues
are formed by past experiences
in similar moments. So, to say
that any one moment is more
important or that any specific
cue is more important misses the
David Lundahl: Fundamentally,
most purchasing is still fast
and intuitive motivated by
impressions formed from past
experiences. What has changed
is the moments. A wide range
of Apps are impacting how
consumers shop, how they plan
their shopping trips, where
they choose to shop, what are
the primary purposes for their
shopping choices, and how
they make point of purchase
decisions.
This is changing what are
moments along the journey
how moments before, during
after the purchase impact
the
and
and
the