A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________.
A) purchase momentum
B) rational decision making
C) behaviorally influenced purchase
D) inertia

Question

Quizplus · Accepted Answer

Purchase momentum occurs when an initial purchase increases the likelihood of making subsequent purchases, even if the additional purchases were unplanned or unnecessary. In this scenario, the customer's decision to buy another drink despite no longer being thirsty exemplifies this phenomenon.

A Hot and Thirsty Customer Buys a Cool Drink and Finds