Page 24 - Decoding Decisions ~ Making sense of the messy middle

24 CHAPTER 2 IDENTIFYING THE MESSY MIDDLE

Triggers and purchase

It might seem odd to cover these critical points in our model as an
afterthought, but as they strictly occur beyond the boundaries of the messy

middle, our research doesn’t touch on them directly.

Suffice to say that triggers are responsible for moving consumers from a
passive state into an active purchase state. We’ve made them plural in our
model to account for the fact that it is often not just one inciting factor that
prompts the desire to purchase. In many cases an interconnected set of
internal and external factors – feelings and memories, ads, and reminders –
are responsible for triggering an active purchase state.