Consumer decision journey
How does the traditional funnel work?
You narrow down your initial set of brands until you decide on which brand fits best for your purpose.
What are the two ICM models named in the article?
Matching model (bottom-up) and optimisation model (top-down)
Name the three types of AR experiences.
Embedded, embodied and extended
Name two aspects of passive loyalty.
Would change to competitors if given an easy way out, does not recommend the product actively, stays with brand out of comfort
What classic model do the authors say no longer fully captures today’s consumer decision journey?
The traditional funnel
This aspect of situated cognition explains why AR becomes more convincing when customers see a product visualised in their own environment, such as placing virtual furniture in their living room.
Embedded
Name two improvements companies can do when they lose customers at the active evaluation phase.
Comparison tools, reviews and reassurance that they are the right fit.
Which three key principles for IMC do the authors highlight when integrating media?
Consistency, complementarity and cross-effects
Which part of the customer journey does AR improve the most according to the article?
The evaluation phase, as AR supports better comparisons and reduces uncertainty.
How many percent of customers change their choices of products while buying from shelves?
40%
What key shift in consumer behaviour do the authors highlight regarding how consumers now obtain brand information?
Consumers actively seek information through search engines, mobile browsers, blogs, and brand websites rather than passively receiving messages
According to Hilken et al. what are potential limitations of AR experiences, and how might these limitations affect consumer perceptions or decision making?
Potential limitations: Technical inaccuracies, cognitive overload (too much information at once), poor usability
Affect: customer frustration, reduced trust, misaligned expectations
Name all five stages of the consumer decision journey in the correct order.
Initial consideration, active evaluation, moment of purchase, post-purchase experience and loyalty loop.
What do the authors identify as a major reason why social media should not be the sole communication source for a brand?
Social media is less effective than traditional media at attracting new users and driving brand penetration
What long-term organizational challenge must retailers address to make AR successful across all channels?
Align AR systems, data, and communication processes so that the experience stays consistent across devices and platforms.