The Passive Shopping Stage: Keeping in Mind Brand Encounters
In marketing practice, brand managers have to split their budgets between brand advertising efforts and sales promotions. This is a tough decision and is based on several factors including the type of product and the preferences of the target consumer. In this study, the consumer purchase decision making process is conceptualized as a continuum from a passive shopping stage to an active one. Advertising messages work during the passive stage while promotion messages work during the active one. Utilizing panel data obtained from respondents in five European countries, multiple product categories were examined to identify whether pre-purchase brand attitudes determine consumer purchase decision reliance on either passive or active stage brand messages. The author investigated whether patterns hold across countries and product categories. The study also examined to what extent reliance on passive stage messages in a product category is affected by either the aggregate satisfaction or loyalty with the brands available on the market in that category.
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