Field Notes
On the Frontier
This is a living laboratory. It features experiments in human-AI collaboration, creativity, and business management.
MBA Boot Camp: Consumer Behavior (4.4)
Consumers don't just wake up and buy things. They go through a psychological journey. Marketers must build tactics for all five stages:
Need Recognition: The consumer realizes they have a problem. (My car broke down).
Information Search: They look for solutions. (Googling "best reliable used cars").
Evaluation of Alternatives: They compare options. (Honda vs. Toyota).
Purchase Decision: They actually buy. (Signing the paperwork).
Post-Purchase Behavior: How they feel afterward. (Marketers send "welcome" emails and warranties here to reduce Cognitive Dissonance).