In the past, marketers tended to use standardized, one-way communication to reach a homogeneous market. These message were aimed at moving customers through the product adoption process. Evaluate the product's features and benefits. Try the product for the first time. Adopt the product for continued use.
Some researchers question the linear sequence of steps in traditional models.
These don't consider that people have differing levels of involvement with purchases. The models neglect the full range of customer behaviors that occur in the process. They don't take into account external and internal factors that influence behavior. Now marketers have the tools to appeal to individual needs and purchasing behaviors. Marketers can move backward from purchases to determine where and when individuals buy.