The cost of information available to a consumer is hyperbolic due to the fact that more time is needed to sort through information as the amount of it increases. Consumers place different cost values on the time required for a purchase.
The nature of consumption can be divided into four segments, or quadrants, on the Stopwatch Matrix.
• Impatient Shopping = Many touchpoints / Fast Stopwatch
• Reluctant Shopping = Few touchpoints / Fast Stopwatch
• Painstaking Shopping = Many touchpoints / Slow Stopwatch
• Recreational Shopping = Few touchpoints / Slow stopwatch
Some of the customer language of each of the four shopping segments is shown in the matrix below: