123ArticleOnline Logo
Welcome to 123ArticleOnline.com!
ALL >> Marketing >> View Article

Consumer Effort And The Purchase Decision

Profile Picture
By Author: Darrin F. Coe, MA
Total Articles: 5
Comment this article
Facebook ShareTwitter ShareGoogle+ ShareTwitter Share

Cusumer Effort and The Purchase Decision
Darrin F. Coe, MA
copyright 2004

It is a basic tenet of behavioral psychology that people engage in behavior that takes the least effort and provide the highest payoff. If someone see's a product as being very valuable but the effort to purchase that product is large it will decrease the value of the product and they will probably not engage in the behavior required to acquire the product.

In Keynote's recent publication concerning the online retail industry, they cite several factors that lead to diminished customer experience during online retail consumption. Diminished customer experience can be translated as acquiring this product or service takes to much requires to much effort to acquire the product or service's perceived benefit.

25% of consumers cited having to register in order to make a purchase as their number one frustration. 37% cited research oriented reasons as being highly frustrating and diminishing their consumer experience.

Realizing that online consumers are motivated by either a goal achievement orientation or ...
... an experiential orientation and these are supported by a functionality variable we can see that registering in order to purchase a product or service impedes the experiential motivation and inability to obtain consumer information about a product or service impedes the goal achievement motivation.

So, considering the online consumption experience from a behavioral psychological viewpoint, consumers will be less loyal to websites in which their experience is not positive, and their efforts to obtain information are not conveniently rewarded.

Online interactivity needs to be pleasurable, and information should be provided in an up front, easily acquirable manner. This means examining your purchasing process, your information gathering mechanisms, and your search and information acquisition mechanism in such a manner as to render them client center, pleasurable, and functional.

Remember, online consumers will be more likely to engage in a purchase process if the perceived benefit of the product or service outweighs the perceived effort to acquire that product or service.


Darrin F. Coe, MA holds a master's degree in psychology and operates The Center for Understanding Consumer Thinking at http://dcoe1.tripod.com. His latest information product The Internet Consumer Exposed is available at http://dcoe1.tripod.com/exposed1 contact him at coe@ris.net. ABOUT THE AUTHOR
Darrin Coe operates the "Center For Understanding Consumer Thinking" at http://dcoe1.tripod.com and is the author of "The Internet Consumer Exposed" at http://dcoe1.tripod.com/exposed1

Total Views: 269Word Count: 402See All articles From Author

Add Comment

Marketing Articles

1. Hobo E Services Is The Leading Digital Marketing Company In India
Author: Hobo e Services

2. Top Social Media Marketing Companies: Hobo E Services
Author: Hobo e Services

3. Finding Affordable Web Design Services In The Uk Without Compromising Quality
Author: Michael Dawson

4. Digital Marketing Company In Ghaziabad - Hobo E Services
Author: Hobo e Services

5. The Power Of Social Media In Real Estate: Top Agencies Transforming Realtor Brands
Author: Barry Elvis

6. Maintenance Tips For Ensuring Longevity Of Stainless Steel Flanges
Author: Nitech Stainless INC

7. Ways Consumer Insights Enhance Brand Reputation
Author: rohit

8. Boost Your Brand’s Success With Boostbrighter - India’s Most Trusted Digital Marketing Agency
Author: Shehnaznaz

9. Achieve Digital Success With Ed7 Group – The Trusted Agency In Kanpur
Author: Abhishek Mishra

10. Using Social Media As A B2b Lead Generation Tool
Author: tim seifert

11. Digital Marketing Agency In Ghaziabad: Hobo E Services
Author: Hobo e Services

12. Digital Marketing Company In India - Hobo E Services
Author: Hobo e Services

13. How To Write Captions For Instagram To Gain More Followers
Author: Emma Kate

14. What Are Digital Marketing Services?
Author: Sweety

15. Digital Marketing Agency In India: Hobo E Services
Author: Hobo e Services

Login To Account
Login Email:
Password:
Forgot Password?
New User?
Sign Up Newsletter
Email Address: