Consumers’ Purchase Intentions and Their Behavior

1. Auflage 2015
ISBN: 978-1-60198-880-5
Verlag: Now Publishers

Buch, Englisch, Band 26, 62 Seiten, Format (B × H): 156 mm x 234 mm

Reihe: Foundations and Trends® in Marketing

Consumers' Purchase Intentions and Their Behavior reviews the relevant literature on purchase intentions in marketing, and more generally on the intentions-behavior relationship in social psychology, since purchase intentions are a particular form of the more general construct of intentions. Starting with the importance of purchase intentions to marketing managers, the author then focuses on reviewing the literature that provides an understanding of how strong is the relationship between purchase intentions and purchasing, what factors influence the strength of the relationship between purchase intentions and purchasing, and how a marketing manager should best use purchase intentions to forecast future sales.

Autoren/Hrsg.

Morwitz, Vicki

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Sozialwissenschaften Psychologie Psychologische Disziplinen Umwelt-, Konsum- und Werbepsychologie

Inhaltsverzeichnis

Introduction. Importance of understanding purchase intentions for marketing managers. Do marketing actions that change purchase intentions in a market research study ultimately change behavior in the marketplace? Why are purchase intentions an imperfect measure of what consumers do? Factors that impact the strength of the relationship between intentions and behavior. Forecasting from purchase intentions - best practices for marketers. General Discussion. Conclusions. References