The Impact of Different Touchpoints on Brand Consideration

- We compare the impact of multiple touchpoints on consideration in four categories.
- Respondents report on six touchpoints using the real-time experience tracking method.
- Touchpoint positivity and not just touchpoint frequency influences consideration.
- In-store communications positivity is more influential than that of ads, WOM or PR.
- Peer observation, a hardly studied touchpoint, is both pervasive and persuasive.