Shopper Vs. Consumer: Communicating to Shifting Mindsets

At what point does a consumer become a shopper? Is it when they step in the store, or is it when they realize a product need/desire and begin thinking, researching, and planning that purchase? Once that purchase is made, what is the experience of usage? Is their any post-purchase engagement from the brand? In our new white paper, Shoppers vs. Consumers: Communicating to Shifting Mindsets, we examine the different states we as people operate in, to understand how brands can better align their messaging to audience needs/wants.