Small changes in how something is presented can change a consumer's mind. Many factors, most unrelated, can influence choice. Yet while most marketers recognize this complex reality, they often work
from a linear and simplified view of the consumer decision journey, per
Jon Cummings, Ravi Dhar, and Ned Welch. The three lay out a road map filled with i
nsights that can create new
opportunities for influencing consumers. While packaging is one option, communicating information about the product remains another. It may start with the association between packaging and
product, and move through a paid-search ad to a landing page. Read on.Read the whole story at McKinsey & Co. »
