![]() These needs and purposes are shaped not only by the product category, but also by where consumers are in their journey, namely the "path-to-purpose." In a new study in the Journal of Marketing, researches use a hedonic-utilitarian (H/U) perspective-a purpose-oriented categorization of consumption-to explore information channel usage patterns across customer journeys. The study, forthcoming in the Journal of Marketing is titled "Path to Purpose? How Online Customer Journeys Differ for Hedonic versus Utilitarian Purchases" and is authored by Jingjing Li, Ahmed Abbasi, Amar Cheema, and Linda Abraham.Ī recent study published by Google's Zero Moment of Truth says consumer search behaviors are driven by six needs: surprise, help, reassurance, education, thrill, and to be impressed. ![]()
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