Making a high-consideration purchase of any kind, whether it be an appliance, a car, or a luxury item, is a long process. It involves more research on the part of the consumer, higher stakes and a longer customer journey.
As a result, brands need to tailor their approach to high-consideration customers, in everything from the marketing techniques they use, to attribution, to their interactions with the consumer post-purchase.
The Psychology of High-Consideration Buying presents a zoomed-in look at the process of making a high-consideration purchase, with a detailed examination of the new fragmented customer journey, the role of data science and psychology, and how marketers can use personalization and experiential marketing to appeal to high-consideration customers.
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