Abstract This research identifies the differentiating characteristics, scope, trajectory, and navigation of the turbulent consumer journey (TCJ) for mental illness treatment. The TCJ is defined as a prolonged, crisis-ridden, high consequence journey marked by deep uncertainty. An unexpected crisis hijacks the consumer who lacks the knowledge to navigate an ongoing, dynamic, complex, and ambiguous environment. Confusion blindfolds and impedes rational decision-making. The high stakes handcuff the consumer, precluding journey abandonment or heuristic decision making. Examining the mental illness treatment context through sensemaking as an integrative framework, we show how consumers navigate deep uncertainty by noticing and connecting ambiguous cues, drawing inferences, and then taking actions that shape the next phase of the journey. Mapping the TCJ gives managers and policymakers fresh insights to improve the consumer experience in prolonged purchase environments marked by crises, high stakes, and deep uncertainty.
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