What this lesson covers
How do people move from a problem to a purchase, and what happens in their heads at each step?
- Need recognition, search, evaluation, purchase and post-purchase
- Psychological, social and situational influences
- Involvement and risk
- Heuristics, social proof and decision shortcuts
- How search and social reshaped the information search stage
Why this matters now
Placeholder for the lesson's opening story: a vivid, real moment where a marketer or small-business owner meets this exact problem.
Client Track
Placeholder for the optional Client Track sidebar: how to apply this lesson to a real business, client, campus organization or cause.
Key terms
Placeholder for the lesson's key vocabulary.