The psychological 'pause' reshaping the customer journey

Failing to usher buyers from discovery to purchase in the fewest possible steps is often seen as a setback. This belief misunderstands the consumer purchase journey, according to new research. Mindscope's Lea Karam and TikTok's Elias W. Bassil join WARC's Alex Brownsell to discuss the alchemy of customer consideration.

Guests:
Lea Karam, CEO & Founder of Mindscope
Elias W. Bassil, Regional Head of Business Marketing, TikTok METAP
Alex Brownsell, Head of Content, WARC Media

Chapters:
[0:10] – Introducing “The Alchemy of Consideration” with TikTok & Mindscope
[1:56] – Does Marketing Misunderstand the Consideration Phase in the Customer Journey?
[3:28] – Why Traditional Journey Models Are Broken
[5:51] – Reframing Decision-Making Beyond Funnel Thinking
[10:41] – What Is a Behavioral Pause?
[12:57] – Desire vs Need: Liking, Wanting, and Value Alignment in Consumer Choice
[13:42] – How Pauses Show Up on TikTok
[16:54] – The Cost of Forcing Narratives in the Consideration Phase
[18:18] – Short-Term KPIs vs Long-Term Brand Building: Rethinking the Attention Economy
[21:10] – The Four Forces of Consideration: Social, Cognitive, Contextual, and Emotional
[23:18] – Why Context Has Veto Power: Viewing Environment and Mental Availability
[27:44] – How Brands Can Improve Consideration Effectiveness

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.

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