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
Automotive CTAs & PoAAs distribution example