Consumer Decision Journey

McKinsey's 2009 model, by David Court and colleagues, replacing the linear funnel with a loop of consideration, evaluation, purchase and a 'loyalty loop'.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

The Consumer Decision Journey is McKinsey's 2009 model, developed by David Court and colleagues, that replaces the linear purchase funnel with a loop of initial consideration, active evaluation, purchase and a post-purchase loyalty loop. It reflects how consumers add and drop brands during research and how experience after purchase shapes future decisions.