Mobile Technology and Its Impact on the Consumer Decision-Making Journey: How Brands Can Capture the Mobile-Driven “Ubiquitous” Moment of Truth

Smartphone technology has led to the consumer decision-making process merging its distinct moments into a Ubiquitous Moment of Truth.
Muzellec and O’Raghallaigh

The Moments-Based Consumer Journey

For most of the 20th century, the consumer decision-making process was encapsulated neatly in a simple three-step consumer journey: need, purchase, and experience. These ...

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