The Short‐ and Long‐Term Effects of Measuring Intent to Repurchase

Pierre Chandon · Vicki G. Morwitz · Werner Reinartz

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

We compare the incidence, timing, and profitability of repeated online grocery purchases made by a cohort of consumers whose purchase intentions were measured with those of similar consumers whose intentions were not measured. We find that measuring intentions increases the likelihood of repeat purchase incidence and shortens the time until the first repeat purchase but that these two mere-measurement effects decay rapidly after 3 mo. Still, we find persisting gains in customer profitability over time because the accelerated purchases of the first 3 mo. lead to faster subsequent purchases in the remainder of the period.

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References

1988Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior.2000On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing 2001On the automatic activation of associated evaluations: An overview 1980On the self-erasing nature of errors of prediction.1993Does Measuring Intent Change Behavior?2001Customer Profitability in a Supply Chain 2004The Mere‐Measurement Effect: Why Does Measuring Intentions Change Actual Behavior?2003Is 75% of the Sales Promotion Bump Due to Brand Switching? No, Only 33% Is

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