Uncovering New Insights About the Auto Path to Purchase


Not all paths to purchase are created equal. Some paths are more easily traversed, shorter and fraught with less risk.

Consumers don’t approach every buying decision they make in the same way. Buying pasta, for example, is a much different transaction than buying a house. When we’re talking about buying a car, arguably the second-largest purchase most consumers make, there are two surprising insights auto marketers should consider.

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