Consumer Decisions in a Social World
Author: Michael Hawley
Understanding Research Methods
Michael Hawley, Chief Design Officer
In a recent issue of the Harvard Business Review that focused on branding, David Edelman articulates how consumers’ engagement with brands is evolving with the proliferation of social media and other digital channels. In the article “Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places,” he proposes a model for consumer and brand engagement titled the “Customer Decision Journey.” Edelman’s Customer Decision Journey model recognizes that consumers’ experiences increasingly include online components, where their experience of considering and evaluating choices is constantly shifting and their engagement with a brand continues after making a purchase through social media channels.
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