4. EMOTIONAL
RATIONAL
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
EMOTIONAL
WORD OF
MOUTH
REFFERAL / REVIEW
SOMEONE LIKE ME
SOCIAL MEDIA
RECOMMENDATION
SHORTLISTING
COMPARISON
SEEK CONFIRMATION
EXPERIENCE
SHARING
RATIONAL
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
5. EMOTIONAL
RATIONAL
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
EMOTIONAL
WORD OF
MOUTH
REFFERAL / REVIEW
SOMEONE LIKE ME
SOCIAL MEDIA
RECOMMENDATION
SHORTLISTING
COMPARISON
SEEK CONFIRMATION
EXPERIENCE
SHARING
RATIONAL
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
CONTENT TYPE OVER TIME
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
Orientation Material Expert reviews User ratings Friends’ opinions In-store research
WORD OF
MOUTH
HIGH
LOW
REFFERAL / REVIEW
SOMEONE LIKE ME
SOCIAL MEDIA
RECOMMENDATION
EXPERIENCE
SHARING
6. EMOTIONAL
RATIONAL
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
EMOTIONAL
WORD OF
MOUTH
REFFERAL / REVIEW
SOMEONE LIKE ME
SOCIAL MEDIA
RECOMMENDATION
SHORTLISTING
COMPARISON
SEEK CONFIRMATION
EXPERIENCE
SHARING
RATIONAL
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
CONTENT TYPE OVER TIME
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
Orientation Material Expert reviews User ratings Friends’ opinions In-store research
WORD OF
MOUTH
HIGH
LOW
REFFERAL / REVIEW
SOMEONE LIKE ME
SOCIAL MEDIA
RECOMMENDATION
EXPERIENCE
SHARING
CONTENT TYPE OVER TIME
PERSUASION METHODS
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
LIKING
AUTHORITY
SOCIAL ADVICE
SOCIAL PROOF
ADVOCACY
SOCIAL PROOF
COMMITMENTCONSISTENCY SCARCITY
VALUE EXCHANGE
FINAL
VALUE EXCHANGE
DEEPER
VALUE EXCHANGE
Orientation Material Expert reviews User ratings Friends’ opinions In-store research
HIGH
LOW