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.

本研究确定了精神疾病治疗的动荡消费者旅程 （TCJ） 的差异化特征、范围、轨迹和导航。TCJ 被定义为一个漫长、危机四伏、后果严重的旅程，其特点是极度的不确定性。一场意想不到的危机劫持了消费者，他们缺乏在持续的、动态的、复杂的和模棱两可的环境中导航的知识。困惑蒙蔽了眼睛，阻碍了理性的决策。高风险束缚了消费者，排除了放弃旅程或启发式决策的可能性。通过作为综合框架的意义建构来审视精神疾病治疗环境，我们展示了消费者如何通过注意和连接模棱两可的线索、得出推论，然后采取行动来塑造旅程的下一阶段，从而驾驭深刻的不确定性。绘制 TCJ 图为管理者和政策制定者提供了新的见解，以在以危机、高风险和深度不确定性为特征的长期购买环境中改善消费者体验。