This is an excerpt from Dr. Michael Solomon’s episode for Premium members. Michael explains why consumers buy, why we are loyal to some brands but abandon others. Michael talks about the AIDA model, surrogate consumers, multiple touches, engagement, authenticity and much more in this fascinating episode.
http://www.michaelsolomon.com email michael@michaelsolomon.com
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Timeline

03:55 We buy because of who we are
05:00 Brand loyalty over generations
05:36 Heuristic & shortcuts
07:16 AIDA model
08:12 Multiple touches with a customer
09:16 Crossfit example
10:32 The ENGAGE course
14:20 The surrogate consumer
16:05 Consumers overwhelmed by choice
17:36 Gatekeepers
19:26 Awareness
22:16 Interest
24:36 Desire
25:46 Cinco de Mayo
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