Think about the last time you bought a car. Was it an impulse purchase? Probably not. Did you learn about the make and model in the dealership lot—or had you been quietly picturing yourself in different cars for months? Had you been watching other drivers, talking to friends, or doing internet research? Marketers will tell you that a car purchase happens long before you walk onto the lot. In fact, 52% of buyers only test drive one car before making their selection1 . Most of their decision happened at the awareness level, using outside research and friends as advocates, long before the actual purchase.