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Damn good thread Ed.  You're making me think (& that's why we come here

I'll take a stab at this.  I think the answer requires 2 answers.

Logically speaking... the most influential source created the path that led to last source.   IOW, if a dealer is not in the path, then, no last source will matter.

That being said, last source has real power:

• Can the 'last source' cause the shopper to realize the time-to-buy has come? YES.
• Can a 'last source' CHANGE the shopper's intended path? YES.

From a car shoppers POV, using my brothers experience as a tool,   his path was dominated by the influential sites (Consumer Reports, TrueCar, dealer ratings & dealer inventory depth & youtube car reviews).  This led him lock down the make/model/trim AND the price (via CR and TC).  The dealer's site was the last source, it's role was minor to the others.  The site was used to prep for the dealer visit.

Great stuff ed! Hope someone can add their take on this mystery.

Joe