In the session on consumer behaviour, we acknowledged that there are some shortcomings with the traditional, linear consumer decision-making model. In a core reading on this topic, the author (Mickelson, 2013) notes several key points regarding how consumer behaviour has been changing in recent years. Which of the following is NOT a key change in consumer behaviour?

		The zero moment of truth (when you grab a device and start learning about a product or service you are thinking of purchasing) is crucial in consumer decision-making today.
		Consumers move in spider web patterns from one behaviour to the next, influenced by different media across their journey.
		The process of consumer decision-making today is less linear and better represented by an interactive loop model.
		There is no discernible pattern in how consumers make decisions today, each individual consumer is unique in how they source and interpret information, and their motivations for purchasing.