The purchase journey: How people decide what to buy lies in the ‘messy middle’

Google researchers looked at how we buy things online. The model they came up starts with Exposure and ends with Purchase. In between it's a messy middle: a space of abundant information & unlimited choice that shoppers have learned to manage using a range of cognitive shortcuts. The space is made of:

• Exploration
• Evaluation

Consumers explore their options & consideration sets, then – either sequentially or simultaneously – they evaluate the options & narrow down their choices. 

After the purchase, the experience of the product can contribute back to exposure through review or social media posts.