If you want to build a brand that customers love—not just buy—you need to understand how people actually make decisions.
Contrary to what many dashboards suggest, purchasing isn’t a straight path from ad to cart. It’s more like a loop—an emotional, non-linear journey of curiosity, consideration, and sometimes confusion.
We call this journey the “Messy Middle.”
The Two Mental Modes in the Messy Middle
The latest behavioral research shows that people shift between two distinct mental modes on their path to purchase:
- Exploration – a wide-ranging, open-ended search for possibilities. It’s imaginative. Emotional. People want to discover what’s out there, what feels right, and what surprises them.
- Evaluation – a narrowing down of choices. It’s more deliberate. Rational. Here, people compare options, read reviews, visit pricing pages, and try to make “the best” decision.
Now here’s the kicker: every action your customer takes—on search engines, social platforms, review sites, or marketplaces—falls into one of these two modes.
This means every experience you create, every message you deliver, and every asset you design needs to align with one of these mindsets.
Are you inspiring curiosity? Or are you helping customers feel confident in their choice?
The Trap of Assuming Logic Wins
Most brands cater almost exclusively to Evaluation mode. They flood their pages with comparison charts, star ratings, testimonials, and case studies. These are important, no doubt.
But if you don’t earn attention in Exploration mode, you won’t make it to Evaluation.
And in today’s crowded markets, the brands that spark fascination and intrigue are the ones that win hearts—and wallets.
How Cult Brands Work the Loop
Cult Brands do this differently. They build stories, values, and symbols that invite people into Exploration. They feed curiosity and provide meaning. Then, when it’s time to evaluate, they provide clarity and trust.
Think Netflix or Trader Joe’s. These aren’t brands people simply compare. They’re brands people feel something about. That emotional connection starts in Exploration—and makes Evaluation a formality.
What This Means for You
As a CEO or brand leader, ask yourself:
- Are we only showing up during Evaluation—or are we sparking interest during Exploration?
- Do we understand what motivates our customers emotionally before they rationalize their choices?
- Are we creating content and experiences that meet both mindsets?
The goal isn’t just to be the logical choice—it’s to be the brand they want to believe in. And that means playing a more nuanced game.
One that understands that people aren’t data points—they’re human beings.
And as long as that’s true, Exploration and Evaluation will always guide their journey.
It’s your job to show up powerfully in both.👋 I’m BJ Bueno, branding strategist and author of The Power of Cult Branding. If you’re looking to build lasting brand relationships, explore more insights at CultBranding.com.