Key observation #5 – The consumer’s journey 7 Emotional Phases Lack of Awareness Shock & Denial Pain & Depression Anger & Bargaining Reflection & Loneliness Ready to Try Something Upward Turn Reconstruction & Working Through Things Acceptance  & Hope Hearing Loss Steps Don’t Notice / Ignore Signs Start Paying Attention Use Coping Mechanisms Talk with Professional Try  Hearing Aid Become Regular Hearing Aid User ………………………………………………………………………………………………………………….. Frustrating Experiences              Trigger Experiences              Identity Crisis Behavior Stages Maintenance Reflection Adoption Relapse/ Inaction Action Preparation Contemplation Pre‐contemplation Source: Hearing Industries Association survey, “Exploring the Consumer’s Journey”, 2012