How cars really get bought: Beyond the purchase funnel - new insights from digital ethnography
Neel Desor and Rob EllisHaymarket Worldwide and COG Research, UK
Buying a car is the second largest purchase most of us make, after a home. There are many well-established brands, and huge marketing budgets devoted to persuading us to choose one marque or model rather than another. There is also a range of specialist magazines advising us about choice and informing us of news, and television shows about cars get high ratings.
There has also been a substantial investment in market...