Stimulus
Zero Moment of Truth
1st Moment of Truth
2nd Moment of Truth
Consumer Sees An Ad
Consumer Does Online Research
Dealership Shopping Experinece
Reads Reviews
Customer Engages With vehicle
and Dealership In-Person
Consumer Purchases and uses
Vehicle
Looks For Promotion & Specials
Comparison Shops Online
The Average Shopper
Uses 18.2 Sources Before
Making a Decision
Consumer Experiences Positive
or Negative Experience with
Brand and dealership
Consumer Leaves Feedback on
Social Media Channels Etc.