How marketers think buying works:

1. See ad.
2. Click ad.
3. Buy product.

How buying actually happens:

1. See ad.
2. Get distracted by a dog video.
3. Forget the brand exists.
4. Spot a social media post days later.
5. Like the post.
6. Keep scrolling.
7. See another ad at work.
8. Click and browse.
9. Get distracted by emails.
10. Forget the brand again…
11. Notice favorite creator mentioning the brand.
12. Click, browse, and maybe add to cart.
13. Get distracted.
14. Forget about it… again.
15. Hear a friend mention it a week later.
16. Dig through emails for a discount.
17. Check Amazon for a better deal.
18. Get distracted by random Amazon recommendations.
19. Forget the brand exists (again).
20. Late-night caffeine-fueled doom scrolling.
21. See another ad.
22. Click and browse.
23. Get sleepy.
24. Fall asleep.
25. Personal drama is unfolding.
26. Forget the brand.
27. Clicks back to the cart.
28. Finally buys…
    or… most of the time, ends up buying from a competitor or changing their mind.