Clip 2 - Online Customer Journeys - Online Path-To-Purchase - Types of Paths to purchase
5 important questions on Clip 2 - Online Customer Journeys - Online Path-To-Purchase - Types of Paths to purchase
There are 3 types of path to purchase, which are these?
- Cognitive - Affective - Conative (Classic): high involvement/high differentiation e.g. Cars;
- Cognitive - Conative - Affective: Low involvement/low differentiation e.g. Salt, batteries;
- Conative - Affective - Cognitive: High involvement/Less differentiation e.g. Airline tickets.
What does each path to purchase reflect with regards to the purchasing habits of customers?
What is the definition of Cognitive, in the sense of the Path-To-Purchase? Which reflects a consumer's mindset.
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What is the definition of Affective, in the sense of the Path-To-Purchase? Reflecting the liking part.
What is the definition of Conative, in the sense of the Path-To-Purchase? Reflecting the action part.
The question on the page originate from the summary of the following study material:
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