Prof. Dr. Michael J. Capone, Principal Analyst, Digital
Since the industrial revolution companies have focused on and invested significantly to influence customer behavior during the decision-making process. This process refers to the 4 common steps leading up to a purchase: need awareness, information, evaluation, and transaction. The activities that companies use to influence behavior during these steps have been proactive in that a message triggers some response. In most product categories, however, the process of buying is significantly shorter than the final stage of the decision-making process, i.e. the use phase.