At what point does the alternative evaluation phase of the customer decision journey come to an end?
1) It ends as soon as the company has disseminated a message that appeals to the consumer.
2) It may never come to an end–customers sometimes continue to evaluate options even if they do not immediately need to make a purchase.
3) It ends as soon as the customer is ready to conduct an information search about the alternatives.
4) It ends after the consumer has provided feedback on his or her purchase.