The way people make decisions is messy — and it’s only getting messier. Still, there are a few things we know about purchase behaviour. We know that what happens between trigger and purchase decision-making is not linear. We know there is a complicated web of touchpoints that differs from person to person. What is less clear however, is how shoppers process all of the information and choice they discover along the way. And what is critical, what we set out to understand with this new research, is how that process influences what people ultimately decide to buy. Here is the messy middle summary on how Google's AI sees the world.

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Chapters:

00:00 - Intro

00:51 - Using AI and the Messy Middle

01:11 - The way people make decisions is messy

02:01 - "Best" vs "Cheap"

02:44 - Triggers and purchases

02:58 - Behavioural Science Principles

03:04 - Google’s Update on Decision Making

03:10 - Decoding how consumers buy

03:25 - How customers make decisions online

04:04 - What happens in the messy middle? AI model

04:25 - 2 Mental Modes

05:01 - Cognitive Biases

05:26 - 6 Cognitive Biases 2022

06:06 - Power of Now

06:35 - Social Proof

06:58 - Scarcity Bias

07:05 - Authority Bias

07:18 - The Power of Free

09:18 - How to succeed in the messy middle

09:49 - Ensure brand presence

10:15 - Employ behavioural science principles

10:27 - Close the gap between trigger and purchase

10:36 - Build flexible and empowered cross-functional teams

11:28 - bonus: Framework to work in the messy middle