{"id":1608,"date":"2022-12-08T10:12:56","date_gmt":"2022-12-08T10:12:56","guid":{"rendered":"https:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/?p=1608"},"modified":"2023-01-12T09:39:55","modified_gmt":"2023-01-12T09:39:55","slug":"cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google","status":"publish","type":"post","link":"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/","title":{"rendered":"How to understand the purchase behavior of consumers \u2013 A Google research"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_38 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Content<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" style=\"display: none;\"><label for=\"item\" aria-label=\"Table of Content\"><span style=\"display: flex;align-items: center;width: 35px;height: 30px;justify-content: center;\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/label><input type=\"checkbox\" id=\"item\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Identificarea_etapei_The_Messy_Middle\" title=\"Identifying the \u201cMessy Middle\u201d stage\">Identifying the \u201cMessy Middle\u201d stage<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Cheap_or_best\" title=\"Cheap, or best?\">Cheap, or best?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Riders_and_elephants\" title=\"Riders and elephants&nbsp;\">Riders and elephants&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Concluziile_cercetarii_intr-un_Post-It\" title=\"Research findings, drew on a Post-It Note\">Research findings, drew on a Post-It Note<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Explorarea_si_evaluarea\" title=\"Exploring and evaluating\">Exploring and evaluating<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#In_cautarea_indiciilor_cu_ajutorul_Google_Trends\" title=\"Searching for clues in Google Trends&nbsp;\">Searching for clues in Google Trends&nbsp;<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#OK_Google_lets_go_shopping\" title=\"OK Google, let\u2019s go shopping&nbsp;\">OK Google, let\u2019s go shopping&nbsp;<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Cum_putem_influenta_The_Messy_Middle\" title=\"How can we influence the \u201cMessy Middle\u201d?\u2019\">How can we influence the \u201cMessy Middle\u201d?\u2019<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Homo-not-so-economicus\" title=\"Homo-not-so-economicus&nbsp;\">Homo-not-so-economicus&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Cele_6_prejudecati_in_practica\" title=\"Testing the 6 biases\">Testing the 6 biases<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Ce_s-a_descoperit\" title=\"What were the findings of the test?\">What were the findings of the test?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Supradotarea_brand-ului_secundar\" title=\"Supercharging the second-choice brand\">Supercharging the second-choice brand<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Starting_from_nothing_Scenario\" title=\"Starting from nothing scenario\">Starting from nothing scenario<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Ce_s-a_descoperit-2\" title=\"What were the findings of the test?\">What were the findings of the test?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Concluziile_simularii\" title=\"Simulation conclusions\">Simulation conclusions<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Cum_sa_iesi_triumfator_din_The_Messy_Middle\" title=\"How to emerge triumphant from the \u201cMessy Middle\u201d?\">How to emerge triumphant from the \u201cMessy Middle\u201d?<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Asigura-te_ca_esti_prezent\" title=\"Ensuring the brand\u2019s presence\">Ensuring the brand\u2019s presence<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Folosirea_stiintei_comportamentale_intr-un_mod_inteligent_si_responsabil\" title=\"Using behavioral science in an intelligent and responsible way\">Using behavioral science in an intelligent and responsible way<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/#Inchiderea_spatiului_dintre_constientizarea_nevoii_si_achizitie\" title=\"Closing the gap between trigger and purchase\">Closing the gap between trigger and purchase<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<div class=\"wp-block-group post-content-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"has-primary-color has-text-color\"><strong><strong>Article preview:<\/strong>&nbsp;The purchase behavior of consumers is a complex decision-making process that uses cognitive biases deeply ingrained in our pre digital history. In a recent research, Google identifies a stage where consumers decide what to buy and from whom, called the \u201cMessy Middle\u201d \u2013 a space between need awareness and purchase, with unlimited choices and information, which buyers have learned to manage through a series of cognitive shortcuts.<\/strong><\/p>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Identificarea_etapei_The_Messy_Middle\"><\/span>Identifying the \u201cMessy Middle\u201d stage<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cheap_or_best\"><\/span>Cheap, or best?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>For this study, Google researchers used one of the most valuable resources they have: Google Trends. There are billions of searches on Google every day, and 15% of these searches are completely new.&nbsp;<\/p>\n\n\n\n<p>For example, in the process of buying a laptop, we are not searching for any laptop, but \u201cthe best\u201d laptop \u2013 whatever we may mean by that.  These additional words used when searching for a product are called search modifiers.<\/p>\n\n\n\n<p>From this category of terms, search interest for \u201ccheap\u201d has significantly declined in the past 15 years, while the term \u201cbest\u201d has far outpaced it.&nbsp;<\/p>\n\n\n\n<h3 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Riders_and_elephants\"><\/span>Riders and elephants&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Metafora c\u0103l\u0103re\u021bului (partea analitic\u0103, ra\u021bional\u0103) \u0219i a elefantului (partea emo\u021bional\u0103) explic\u0103 foarte bine mecanismele g\u00e2ndirii.&nbsp;C\u0103l\u0103re\u021bul este \u00een general responsabil de direc\u021bia \u00een care se merge, \u00eens\u0103 \u00een momentul \u00een care apare un stimul care \u00eei atrage aten\u021bia elefantului, se poate observa ce pu\u021bin control are de fapt. Aceast\u0103 analogie este baza multor cercet\u0103ri pe tema comportamentului de cump\u0103rare a consumatorului.<\/p>\n\n\n\n<p>For the present research, Google analyzed the behavior of 310 respondents who chose from 31 product categories. Audiovisual recording was used while buyers talked about decision-making factors in the buying process.<\/p>\n\n\n\n<h3 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Concluziile_cercetarii_intr-un_Post-It\"><\/span>Research findings, drew on a Post-It Note<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>To describe what they found, the researchers marked the trigger \u2013 the need\u2019s awareness \u2013 and the purchase itself. In between, they came up with the drawing below \u2013 a stage in the process called the \u201cMessy Middle\u201d.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"368\" height=\"408\" src=\"https:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-10.png\" alt=\"\" class=\"wp-image-1609\" srcset=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-10.png 368w, http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-10-271x300.png 271w\" sizes=\"auto, (max-width: 368px) 100vw, 368px\" \/><\/figure>\n\n\n\n<h3 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Explorarea_si_evaluarea\"><\/span>Exploring and evaluating<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The sequence of looking for products and then weighing options equates to two different mental models: exploration and evaluation. These two models are the key to understanding the \u201cMessy Middle\u201d.<\/p>\n\n\n\n<p>Exploration is an expansive activity, while evaluation is inherently reductive. When we explore, we consider different brands, products, while when we evaluate, we narrow down our options.<\/p>\n\n\n\n<p><strong>Show\u2026 me\u2026 the\u2026 Model!<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"742\" height=\"581\" src=\"https:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-11.png\" alt=\"\" class=\"wp-image-1610\" srcset=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-11.png 742w, http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-11-300x235.png 300w\" sizes=\"auto, (max-width: 742px) 100vw, 742px\" \/><\/figure>\n\n\n\n<p>Between the Trigger and Purchase poles, sits the messy middle, in which consumers loop between exploring and evaluating the available options, until they are ready to purchase.<\/p>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"In_cautarea_indiciilor_cu_ajutorul_Google_Trends\"><\/span>Searching for clues in Google Trends&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The research team noticed that the way the search engine has been used has changed in recent years:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\" translation-block\">In the 2000s, the word <strong>\u201cfree\u201d<\/strong> was king in Google searches in the UK. Mostly, the term was used when searching for free entertainment, such as games, music, and movies.<\/li>\n\n\n\n<li class=\" translation-block\">The term <strong>\u201ccheap\u201d<\/strong> was also widely used in the early 2000s, but in time, there has been a decline, as opposed to the term \u201cbest\u201d, which is constantly growing.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"OK_Google_lets_go_shopping\"><\/span>OK Google, let\u2019s go shopping&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Following the analysis of the seven main search modifiers worldwide: \u201cideas\u201d, \u201cbest\u201d, \u201cdifference between\u201d, \u201ccheap\u201d, \u201cdeals\u201d, \u201creviews\u201d, and \u201cdiscount codes\u201d, the researchers found that:<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"845\" height=\"701\" src=\"https:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-12.png\" alt=\"\" class=\"wp-image-1611\" srcset=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-12.png 845w, http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-12-300x249.png 300w, http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-12-768x637.png 768w\" sizes=\"auto, (max-width: 845px) 100vw, 845px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\" translation-block\">Searches containing the term <strong>\u201cideas\u201d <\/strong> are associated with an exploration mindset.<\/li>\n\n\n\n<li class=\" translation-block\">Searches related to the <strong>\u00a0\u2018\u2019travel\u2019\u2019<\/strong> category containing the term <strong>\u2018\u2019cheap\u2019\u2019<\/strong> rarely include a brand name. Even if we consider the \u201ccheap\u201d searches to be evaluative, the absence of brands shows us that these might also be exploratory.<\/li>\n\n\n\n<li class=\" translation-block\">The term <strong>\u201cdeals\u201d<\/strong> is especially common in the telecom and internet sector. We use this modifier to seek value when we are exploring and evaluating this type of service.<\/li>\n\n\n\n<li class=\" translation-block\">We use the term <strong>\u201coffers\u201d<\/strong> in retail related searches, especially when it comes to relatively pricey products, such as alcohol.<\/li>\n\n\n\n<li class=\" translation-block\">Conversely, the term <strong>\u201csale\u201d<\/strong>\u00a0 tends to be associated with certain retail categories, such as clothing and furniture.<\/li>\n\n\n\n<li class=\" translation-block\">There is a difference between searches containing <strong>\u201cbest\u201d<\/strong> and <strong>\u201creviews\u201d<\/strong>. Searches containing \u201cbest\u201d rarely include the name of a brand, while searches containing \u201creviews\u201d often do.<\/li>\n\n\n\n<li class=\" translation-block\">Searches containing <strong>\u201cdiscount code\u201d<\/strong> and <strong>\u201cpromo code\u201d<\/strong> have grown over the past 10 years, spiking in November and December.<\/li>\n\n\n\n<li class=\" translation-block\">The proportion of worldwide searches containing <strong>\u201cfree\u201d<\/strong> and <strong>\u201ccheap\u201d<\/strong> has been in decline, while the proportion containing <strong>\u201cbest\u201d<\/strong> has been increasing.<\/li>\n\n\n\n<li>The proportion of searches containing \u201cthe best\u201d (\u201ccel mai bun\u201d), \u201cthe cheapest\u201d (\u201ccel mai ieftin\u201d), and \u201cfree\u201d (\u201cgratuit\u201d) in the past 6 years in Romania is equal to the global proportion.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"875\" height=\"320\" src=\"https:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-13.png\" alt=\"\" class=\"wp-image-1612\" srcset=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-13.png 875w, http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-13-300x110.png 300w, http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-13-768x281.png 768w\" sizes=\"auto, (max-width: 875px) 100vw, 875px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"507\" src=\"https:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-14.png\" alt=\"\" class=\"wp-image-1613\" srcset=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-14.png 1024w, http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-14-300x149.png 300w, http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-14-768x380.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cum_putem_influenta_The_Messy_Middle\"><\/span>How can we influence the \u201cMessy Middle\u201d?\u2019<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Homo-not-so-economicus\"><\/span>Homo-not-so-economicus&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Research shows that any kind of purchase, even buying a common and low-cost product, like shampoo, can be prompted by emotional or rational considerations.&nbsp;<\/p>\n\n\n\n<p><strong>The 6 cognitive biases that can increase the interest and purchase rates are:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li class=\" translation-block\"><strong>Category heuristics<\/strong> \u2013 shortcuts or rules of thumb that help us in making a quick and satisfactory decision. For example: focusing on how many megapixels the camera has when purchasing a smartphone.<\/li>\n\n\n\n<li class=\" translation-block\"><strong>Authority bias<\/strong> \u2013 the tendency to alter our opinions or behaviors to match those of someone we consider to be an authority on a subject.<\/li>\n\n\n\n<li class=\" translation-block\"><strong>Social proof<\/strong> \u2013 the tendency to copy an action or a behavior that seems to be a popular choice. It is very likely to click on an ad that includes a four- or five-star rating.<\/li>\n\n\n\n<li class=\" translation-block\"><strong>Power of now<\/strong> \u2013 describes the fact that we tend to want things now rather than later.<\/li>\n\n\n\n<li class=\" translation-block\"><strong>Scarcity bias<\/strong> \u2013 is based on the economic principle that a rare or limited resource is more desirable.<\/li>\n\n\n\n<li class=\" translation-block\"><strong>Power of free<\/strong> \u2013 describes the fact that there is something special about a price equal to zero.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cele_6_prejudecati_in_practica\"><\/span>Testing the 6 biases<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The purpose of this simulation is understanding how the marketing strategies effectiveness can be improved in the \u201cMessy Middle\u201d stage, using behavioral science principles to either avoid or create disrupted brand preferences.<\/p>\n\n\n\n<p>It is very likely for consumers to change the purchase decision when they are introduced to a second option, even without including other benefits.&nbsp;<\/p>\n\n\n\n<h3 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ce_s-a_descoperit\"><\/span>What were the findings of the test?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\" translation-block\"><strong>Social proof<\/strong> proved to be the most powerful behavioral bias, having either the largest or second-largest effect in 28 of the 31 tested categories.<\/li>\n\n\n\n<li class=\" translation-block\"><strong>Category heuristics<\/strong> \u2013 for best results, it is important to understand which characteristics consumers most associate with a given product or service.<\/li>\n\n\n\n<li class=\" translation-block\"><strong>Scarcity bias<\/strong> proved to be the least effective bias. It could feel restrictive and provoke a negative reaction, especially for exploring shoppers.<\/li>\n\n\n\n<li class=\" translation-block\"><strong>The power of free<\/strong> can be a major influence on behavior, having either the largest or second-largest effect on transfer of preference in 18 out of 31 categories.<\/li>\n\n\n\n<li class=\" translation-block\"><strong>The power of now<\/strong> \u2013 the immediate satisfaction of needs didn\u2019t make a huge difference in this simulation, but it still had a meaningful effect on a handful of categories. In fast-moving consumer goods \u2013 products like detergents, cereal, and cat food \u2013 consumers responded positively to offers of next-day delivery. Same-day delivery had an appreciable effect in the clothing and children\u2019s toy categories.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Supradotarea_brand-ului_secundar\"><\/span>Supercharging the second-choice brand<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Comparing two shampoo options, the second choice introduced was able to take 90% of preference away from the first-choice brand when supercharged with all six biases.<\/p>\n\n\n\n<p>Moreover, all 31 categories in the study had the same result when second favorite brands were supercharged with all six cognitive biases.<\/p>\n\n\n\n<p>Financial services, such as car insurance and credit cards, proved to be among the most susceptible to a transfer of preference, while fast-moving consumer goods, such as moisturizers and breakfast cereal, were among the most resilient.<\/p>\n\n\n\n<h3 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Starting_from_nothing_Scenario\"><\/span>Starting from nothing scenario<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>A fictional test was created by Google to asses how much preference share a completely unknown brand might take if it was able to hit all of the identified cognitive biases.<\/p>\n\n\n\n<h3 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ce_s-a_descoperit-2\"><\/span>What were the findings of the test?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The fictional brand, Gem Mobile, was able to take almost 50% of preference from the favorite brand. In other words, agile, intelligent use of behavioral science might give newcomers a major advantage.<\/li>\n\n\n\n<li>On the other hand, even given the benefits, half of shoppers refused Gem Mobile and opted for their favorite brand, although it was a less appealing offer.<\/li>\n\n\n\n<li>The only category where shoppers showed hesitancy over switching was the fictional breakfast cereal brand, Honey C\u2019s. Just a quarter were willing to switch from their favored brand, even though the fictitious proposition was full of advantages.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Concluziile_simularii\"><\/span>Simulation conclusions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Therefore, even an unknown brand can change the preference of consumers in the \u201cMessy Middle\u201d stage.&nbsp;<\/li>\n\n\n\n<li>However, an interesting finding is the fact that many consumers remained loyal to their favorite brand, even though the alternative offered was far more attractive.&nbsp;<\/li>\n\n\n\n<li>Being present is the first rule in shifting preferences in the \u201cMessy Middle\u201d stage, and sometimes all it takes to make an impact is to show up at the right time.<\/li>\n<\/ul>\n\n\n\n<p>Transfer of preference from first choice to a fictional brand:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"839\" height=\"423\" src=\"https:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-15.png\" alt=\"\" class=\"wp-image-1614\" srcset=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-15.png 839w, http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-15-300x151.png 300w, http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-15-768x387.png 768w\" sizes=\"auto, (max-width: 839px) 100vw, 839px\" \/><\/figure>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cum_sa_iesi_triumfator_din_The_Messy_Middle\"><\/span>How to emerge triumphant from the \u201cMessy Middle\u201d?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The statistics presented show us that even well-established brands can be vulnerable in this stage. At the same time, for a new brand, this stage can be seen as a window of opportunity, where the efforts made by marketers can have impressive results. <\/p>\n\n\n\n<p>Moreover, for both well-established and new brands, the right approach to marketing in this stage is identical:<\/p>\n\n\n\n<h3 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Asigura-te_ca_esti_prezent\"><\/span>Ensuring the brand\u2019s presence<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The first step to emerge triumphant from the \u201cMessy Middle\u201d stage is to make the brand visible. Then, it is important to create a connection with customers in explore mode:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identify shoppers who are exploring<\/li>\n\n\n\n<li>Focus on user experience and make it easy for customers to explore you offers<\/li>\n\n\n\n<li>Present as much information as possible on your products and help the customers make a rapid transition into evaluation and then on towards purchase.<\/li>\n<\/ul>\n\n\n\n<p>Depending on your category, you can also use other channels to maintain the brand\u2019s presence: price comparison engines, social media, video, news, and relevant content.<\/p>\n\n\n\n<h3 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Folosirea_stiintei_comportamentale_intr-un_mod_inteligent_si_responsabil\"><\/span>Using behavioral science in an intelligent and responsible way<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>In this process, consumers are extremely focused on evaluation and can be influenced by factors such as the 6 cognitive biases discussed before.&nbsp;<\/p>\n\n\n\n<p>Although the brand affinity and price are undoubted drivers of purchase decisions, consumers can also be strongly influenced by the messages, unique product features and other tactics:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identify consumers who are evaluating<\/li>\n\n\n\n<li>Make sure the messages are tailored to the needs of evaluative shoppers and contain relevant cognitive biases<\/li>\n\n\n\n<li>Focus on user experience<\/li>\n\n\n\n<li>Use tactics such as retargeting and basket-abandonment messaging<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Inchiderea_spatiului_dintre_constientizarea_nevoii_si_achizitie\"><\/span>Closing the gap between trigger and purchase<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>After all, not every consumer needs to go through exploration and evaluation. If someone has purchased from a brand before and they were satisfied with the experience, they are likely to come back again.&nbsp;<\/p>\n\n\n\n<p>To get the consumers to the purchasing stage as soon as possible, it is important to make sure we facilitate the process of exploration and evaluation and eliminate all the barriers and impediments they may encounter:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Poor site speed (especially on mobile)<\/li>\n\n\n\n<li>Inconsistent or unclear messages&nbsp;<\/li>\n\n\n\n<li>Missing information (particularly missing product details)<\/li>\n\n\n\n<li>User experience issues \u2013 website navigation, pop-ups, limited payment options<\/li>\n<\/ul>\n\n\n\n<p class=\"has-link-color wp-elements-5810c6d47d7ed639abab7f0735b24d38 translation-block\">In the end, <a href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/navigating-purchase-behavior-and-decision-making\/\" target=\"_blank\" rel=\"noreferrer noopener\">this research<\/a> provides not only a framework for decoding decisions and navigating the the messy middle, but also a springboard for creativity.<\/p>\n\n\n\n<p class=\"has-link-color wp-elements-143c238649a33de94aa17e98a12fce10\">Brands that are able to integrate the lessons of behavioral science into their marketing strategy will have everything they need to thrive. The better brands get at anticipating consumers\u2019 needs for information and guidance, the better user experience will become.<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Preview articol:&nbsp;Decizia de cump\u0103rare a consumatorilor este un proces complex care folose\u0219te prejudec\u0103\u021bi cognitive codificate ad\u00e2nc \u00een istoria noastr\u0103 pre digital\u0103. Un studiu recent al companiei Google, identific\u0103 o etap\u0103 \u00een care consumatorii decid ce vor cump\u0103ra \u0219i de la cine, numit\u0103 \u2018\u2019The Messy Middle\u2019\u2019, un spa\u021biu dintre con\u0219tientizarea nevoii \u0219i achizi\u021bie, cu informa\u021bii \u0219i [&hellip;]<\/p>","protected":false},"author":4,"featured_media":1615,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[],"class_list":["post-1608","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie-digitala"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.14 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cum s\u0103 \u00een\u021belegem deciziile de cump\u0103rare ale consumatorilor \u2013 studiu Google - Bunnyshell Wordpress<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/cum-sa-intelegem-deciziile-de-cumparare-ale-consumatorilor-studiu-google\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cum s\u0103 \u00een\u021belegem deciziile de cump\u0103rare ale consumatorilor \u2013 studiu Google - Bunnyshell Wordpress\" \/>\n<meta property=\"og:description\" content=\"Preview articol:&nbsp;Decizia de cump\u0103rare a consumatorilor este un proces complex care folose\u0219te prejudec\u0103\u021bi cognitive codificate ad\u00e2nc \u00een istoria noastr\u0103 pre digital\u0103. 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