In the old times, consumer decision making was simple. Consumers had access to limited (but easily handled) information and only a few channels to look for products. The competition was less intense and consumers could have strong preferences among the clearly distinguished alternatives. However, times have changed and the digitization as well as the need for individualization in modern economies have made the situation a bit more complex. The following video (from the advertising company Scholz & Friends) offers a nice illustration of the evolution of marketing throughout the last decades.