Management and Organizational Studies 3325A/B Lecture Notes - Lecture 5: Impulse Purchase, Lead Generation, Mental Accounting

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3325A/B
• Professor: Adam Caplan

Document Summary

Getting customers to complete a desired action: make a purchase, generate a lead, visit a store, whatever your intended aim" is. Planned purchases behavioural decision model (sandhusen, 200: problem recognition, information search, alternative evaluation, purchase decision, post-purchase behaviour. Most visitors start out as browsers or researchers, only becoming focused visitors on their final purchase visit. They then lapse back to browser or researcher until their next purchase, unless you lose them for good . The factors making up the purchase threshold are not just intellectual but also emotional. People require information, but they also require motivation. No matter how much product information you provide them with, the actual decision to purchase is always an emotional one. Factors influencing an impulse purchase: pure, suggestion, reminder, planned. Mood consumer emotions in the moment. Specific reasons to purchase: support purchase choices , compromise choices , asymmetric dominance. The long tail: power curves, niches and up-sells.