The psychological 'pause' reshaping the customer journey

Failing to usher buyers from discovery to purchase in the fewest possible steps is often seen as a setback. This belief misunderstands the consumer purchase journey, according to new research. Mindscope's Lea Karam and TikTok's Elias W. Bassil join WARC's Alex Brownsell to discuss the alchemy of customer consideration.Guests: Lea Karam, CEO & Founder of Mindscope Elias W. Bassil, Regional Head of Business Marketing, TikTok METAP Alex Brownsell, Head of Content, WARC MediaChapters: [0:10] – Introducing “The Alchemy of Consideration” with TikTok & Mindscope [1:56] – Does Marketing Misunderstand the Consideration Phase in the Customer Journey? [3:28] – Why Traditional Journey Models Are Broken [5:51] – Reframing Decision-Making Beyond Funnel Thinking [10:41] – What Is a Behavioral Pause? [12:57] – Desire vs Need: Liking, Wanting, and Value Alignment in Consumer Choice [13:42] – How Pauses Show Up on TikTok [16:54] – The Cost of Forcing Narratives in the Consideration Phase [18:18] – Short-Term KPIs vs Long-Term Brand Building: Rethinking the Attention Economy [21:10] – The Four Forces of Consideration: Social, Cognitive, Contextual, and Emotional [23:18] – Why Context Has Veto Power: Viewing Environment and Mental Availability [27:44] – How Brands Can Improve Consideration Effectiveness For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe