The research, from Harris Interactive, shows that consumers act on emotional impulses when buying cosmetics, but tend to research and apply logical thinking to buying products such as home insurance.
Researchers identified six different ‘pathways’ which show how a person moves from the moment of first considering an idea, to the final moment of decision. The report, Pathways to Purchase, then looks at common purchases, such as cars, computers, holidays, mobile phones, newspapers or magazines, and fast food, and shows how customers decide what to buy.
‘The research explains the mindsets of consumers as they face purchase decisions across a range of categories,’ said Lida Walsh, UK head of brand and communications research at Harris Interactive. ‘In turn, comms can be tailored which recognise the nature of the predominant pathways, with the potential to exert a greater influence on purchaser behaviour, ensuring that communications deliver a greater bang for their buck.’