Google's recent research studied 1,000 online consumers to understand the complexities of purchasing decisions in ecommerce.
The study found that cognitive shortcuts are the driving forces behind consumers purchasing decisions in the “messy middle” (wherein abundant information and unlimited choices occur) of a consumer journey in ecommerce. These cognitive biases include category heuristics (key product specs), social proof, scarcity, authority, and more.
Exploration and evaluation of products were the two mental modes in which consumers used these cognitive shortcuts while making purchasing decisions. However, consumers were found to be loyal to their favourite brands and brands unheard of were capable of disrupting preferences.
Also, a third of consumers opted for their second preference, when given a choice, just before the purchase. This article states brands showing up at the right moment could win consumer preference in the “messy middle” space.
[2 minute read]