Consumer Behaviour Basics: The Antecedent State

Consumers are more likely to buy something when they are in the mood to do so – that is obvious to everyone involved in marketing. Sometimes environmental factors work in your favour and sometimes they do not. Imagine having a fast food concession stall outside of a cinema or some other place of entertainment: if the film, the play or the match has been enjoyable, then people are more likely to be in a good mood and hence more likely to buy what you are offering; but if it has been no good, then customers may just wish to get out of there as soon as possible.

Read the full article here.


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