This framework was first introduced by Bryan and Jeffrey Eisenberg in their book “Waiting for Your Cat to Bark”.

Based on how people approach (purchasing) decisions

They can be divided into 4 psychological types: competitive, spontaneous, methodical and humanistic.

Based on specific content types

CTAs and PoAAs can be used to engage each of the types: e.g. testimonials & social proof PoAAs for humanistic types, technical specs and “download brochures” CTAs for methodical types, …

The way people take a decision

Logic
Emotion
Fast
Slow
Competitive
Spontaneous
Methodical
Humanistic

Automotive CTAs & PoAAs distribution example