ENADE Publicidade E Propaganda Practice Questions - ENADE Publicidade E Propaganda - Exame Nacional De Desempenho Dos Estudantes Exam

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Traditional marketing literature historically relied on the linear purchase funnel (e.g., AIDA: Attention, Interest, Desire, Action), which assumes consumers systematically narrow down choices until transaction. In contrast, the McKinsey Consumer Decision Journey (CDJ) reflects modern digital behavior by modeling a circular process. What is a key structural distinction of the McKinsey CDJ model?

Consumers actively expand the number of brands under consideration during the active evaluation phase and enter a post-purchase loyalty loop that bypasses evaluation for subsequent purchases. Consumers permanently eliminate digital touchpoints once an initial consideration set is formed, relying exclusively on physical brick-and-mortar retail interactions for final brand validation. Consumers process advertising messages exclusively through subconscious emotional heuristics, rendering functional product evaluation obsolete across all high-involvement durable goods. Consumers strictly follow an unalterable sequential hierarchy where word-of-mouth recommendations and peer reviews can only occur after five complete repeat transactional cycles.

Correct Answer:

Consumers actively expand the number of brands under consideration during the active evaluation phase and enter a post-purchase loyalty loop that bypasses evaluation for subsequent purchases.

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