For small, low-risk purchases (like a soda), consumers often skip steps 2 and 3. For high-stakes buys (like a house), they might spend months in those middle stages.

This is the "pro-con" phase. The buyer narrows down their options based on: Price, quality, features, and brand reputation.

The item goes out of stock, or a sudden bill comes up. 5. Post-Purchase Behavior (The Verdict)