Consumers' Purchase Intentions and their Behavior

Vicki Morwitz

doi:10.1561/1700000036

journal article Nov 13, 2014

Consumers' Purchase Intentions and their Behavior

Vicki Morwitz

Foundations and Trends® in Marketing Vol. 7 No. 3 pp. 181-230 · Emerald

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Abstract

Purchase intentions are frequently measured and used by marketing managers as an input for decisions about new and existing products and services. Purchase intentions are correlated and predict future sales, but do so imperfectly. I review and summarize research on the relationship between purchase intentions and sales that has been conducted over the past 60 years. This review offers insights into how best to measure purchase intentions, how to forecast sales from purchase intentions measures, and why purchase intentions do not always translate into sales.

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Details

Published: Nov 13, 2014
Vol/Issue: 7(3)
Pages: 181-230

Authors

V

Vicki Morwitz

Leonard N. Stern School of Business, New York University Harvey Golub Professor of Business Leadership and Professor of Marketing, , 40 West 4th Street, New York, ,

Cite This Article

Vicki Morwitz (2014). Consumers' Purchase Intentions and their Behavior. Foundations and Trends® in Marketing, 7(3), 181-230. https://doi.org/10.1561/1700000036

Consumers' Purchase Intentions and their Behavior

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