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) feature creep
D) inertia

Question

Quizplus · Accepted Answer

Purchase momentum is the tendency of a customer to continue making additional purchases after an initial purchase due to the positive experience they had with the first purchase. In this scenario, the customer's initial purchase of the cool drink was satisfying, leading to the impulse to buy another drink even though they were no longer thirsty.

A Hot and Thirsty Customer Buys a Cool Drink and Finds