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Joe, I'm sorry, I included the five stages in the graphic, but not in the body. Here they are:Problem/Need RecognitionInformation SearchAlternative EvaluationPurchase DecisionPost-purchase BehaviorDISC is indeed the only thing that matters. A more thorough knowledge of consumer behavior and motivations will help a dealer sell more cars. It also goes to the heart of my problem with ZMOT. For example, many of the ZMOT folks seem to view the value of an advertisement only by its ability to drive a customer to a website - totally discounting the ad's ability to increase brand awareness and purchase intent.
Joe, I'm sorry, I included the five stages in the graphic, but not in the body. Here they are:
DISC is indeed the only thing that matters. A more thorough knowledge of consumer behavior and motivations will help a dealer sell more cars. It also goes to the heart of my problem with ZMOT. For example, many of the ZMOT folks seem to view the value of an advertisement only by its ability to drive a customer to a website - totally discounting the ad's ability to increase brand awareness and purchase intent.
