Abstract
This chapter focuses on consumer decision processes. First, we discuss reasons why the traditional sales funnel has been replaced by the more accurate framework of the purchase journey. Second, we describe the stages in two major types of purchase journeys, one for habitual (routine) purchases and the other for considered (high-involvement) purchases. We provide examples illustrating how every stage may be influenced by branding and messaging or by consumers themselves. Third, we examine the critical junctures or moments of truth in the journey and the corresponding marketing implications of each moment of truth.
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