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Consumers browse social media and on-site product pages as early as two weeks before the final hedonic purchase, utilize third-party reviews up to two weeks before the final utilitarian purchase, and use search engines, deals, and competitors’ product pages closer to the time of utilitarian purchase.
How and when consumers use search, social, reviews, and product pages for product research depends on whether they are buying hedonic or utilitarian products.
Appreciation (saying “thank you”) is often a more effective strategy than apology (saying “sorry”) at restoring consumer satisfaction.