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Turning Emotional Want into Rational Need #wdyk
- 3. RATIONAL NEEDS ARE STORED. EMOTIONAL WANTS ARE TESTED FOR VALIDATION.
- 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