Creating Shopping Momentum

Dhar Ravi (), Huber Joel () and Khan Uzma ()
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Dhar Ravi: School of Management, Yale University
Huber Joel: Fuqua School of Business, Duke University
Khan Uzma: Graduate School of Business, Stanford University

NIM Marketing Intelligence Review, 2009, vol. 1, issue 1, 8-15

Abstract: New research on consumer behavior throws light on what creates a mindset that leads customers to keep on shopping. What underlies shopping momentum is a shift from a deliberation mindset to one of implementation. In the deliberation mindset, the potential customer evaluates the pros and cons of a purchase, rather in the manner suggested by the theory of utility maximization. However, once they have shifted to the implementation mindset, they are focused on purchasing - and this is just what they do. When they make the shift to an implementation mindset, they will carry on shopping without engaging their evaluative capacity until something intervenes to break the momentum.

Keywords: consumer behavior; shopping behavior (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:1:y:2009:i:1:p:8-15:n:2

DOI: 10.2478/gfkmir-2014-0080

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