Work

Creating Shopping Momentum

Year: 2009

Type: article

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.

Source: GfK Marketing Intelligence Review

DOI: 10.2478/gfkmir-2014-0080

Authors: Ravi Dhar, Joel Huber, Uzma Khan

Institutions: Yale University, Duke University

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W783259684

FWCI:

Cites: 5

Cited by: 2

Related to: 10