MKT-3020 Lecture Notes - Lecture 11: Context-Dependent Memory, Impulsivity, Debit Card
13 Mar 2018
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Is responsible for productivity in many activities: advertiming: ad buys that include a schedule that runs the advertisement primarily at times when customers will be most receptive to the message, ex. Running bug bite medications during the summer or sleep medications at late hours of the night. Acquisitional shopping: activities oriented toward a specific, intended purchase or purchases: ex. A consumer running to the store during lunch to buy a gift for a (cid:272)o(cid:449)o(cid:396)ke(cid:396)"s (cid:271)a(cid:271)y sho(cid:449)e(cid:396), a task o(cid:396)ie(cid:374)ted t(cid:396)ip: 2. Epistemic shopping: activities oriented toward acquiring knowledge about products. Includes finding information on an imminent purchase or shopping simply to increase an ever-growing body of knowledge about some product category of interest: 3. Impulsive shopping: spontaneous activities characterized by a diminished regard for consequences, spontaneity, and a desire for immediate self- fulfillment: shopping value, personal shopping value (psv): overall subjective worth of a shopping activity considering all associated costs and benefits.
