Retail's next top-model: New perspectives on consumer decision processes in a rapidly changing world

This paper explains how the complexity of the typical purchase journey is contradicting the current methodology of shopping research and introduces a new model to fix this issue.

Retail's next top-model: New perspectives on consumer decision processes in a rapidly changing world

Lilli Mix and Janine KatzbergHappy Thinking People

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Introduction

"Es ist alles so verzwickt geworden, dass, es zu bewältigen, ein ausnahmsweiser Verstand gehörte. Denn es genügt nicht mehr, das Spiel gut spielen zu können; sondern immer wieder ist die Frage: ist dieses Spiel jetzt überhaupt zu spielen und welches ist das rechte Spiel?"("It has all become so tricky, that in order to manage, it requires an exceptional mind. It's not enough anymore to be able to...

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