Consumer Effort And The Purchase Decision

It is a basic tenet of behavioral psychology that people engage in behavior that takes the least effort and provide the highest payoff. If someone see's a product as being very valuable but the effort to purchase that product is large it will decrease the value of the product and they will probably not engage in the behavior required to acquire the product.

In Keynote's recent publication concerning the online retail industry, they cite several factors that lead to diminished customer experience during online retail consumption. Diminished customer experience can be translated as "acquiring this product or service takes to much requires to much effort to acquire the product or service's perceived benefit".

25% of consumers cited having to register in order to make a purchase as their number one frustration. 37% cited research oriented reasons as being highly frustrating and diminishing their consumer experience.

Realizing that online consumers are motivated by either a goal achievement orientation or an experiential orientation and these are supported by a functionality variable we can see that registering in order to purchase a product or service impedes the experiential motivation and inability to obtain consumer information about a product or service impedes the goal achievement motivation.

So, considering the online consumption experience from a behavioral psychological viewpoint, consumers will be less loyal to websites in which their experience is not positive, and their efforts to obtain information are not conveniently rewarded.

Online interactivity needs to be pleasurable, and information should be provided in an up front, easily acquirable manner. This means examining your purchasing process, your information gathering mechanisms, and your search and information acquisition mechanism in such a manner as to render them client center, pleasurable, and functional.

Remember, online consumers will be more likely to engage in a purchase process if the perceived benefit of the product or service outweighs the perceived effort to acquire that product or service.

copyright 2004

Darrin F. Coe, MA holds a master's degree in psychology and operates "The Center for Understanding Consumer Thinking" at http://www.consumer-thinking.com.

His latest information product "The Internet Consumer Exposed" is available at http://www.consumer-thinking.com/exposed1 contact him at [email protected].

In The News:

AI has become table stakes in sales, customer service and marketing software  TechCrunchArtificial intelligence and machine learning has become essential if you are selling sales, customer *service* and marketing software, especially in large ...
Sales Teams Aren't Great at Forecasting. Here's How to Fix That.  HBR.org DailyThough AI and other advanced technologies have been applied to improve forecasting accuracy, sales leaders still get blindsided by forecasts that turn out to be ...
Oracle adds more AI features to its suite of sales tools  TechCrunchAs the biggest sales and marketing technology firms mature, they are all turning to AI and machine learning to advance the field. This morning it was Oracle's ...
Cars In Demand: Maruti Swift, Hyundai Grand i10 Top Segment Sales In February 2019  CarDekhoDespite dwindling sales, the combined numbers of the segment stood at more than 27000 units for February 2019.
San Francisco Proposes Banning E-Cigarettes Sales  FortuneSan Francisco proposed bills to ban e-cigarette sales in the city. FDA's Scott Gottlieb said talks with Altria over Juul were difficult.
Marijuana grower Tilray rallies after sales more than double  CNBCShares of Tilray jumped after the bell Monday after it reported that its cannabis sales more than doubled over the last year.
Audi Sales, Mercedes Sales, Toyota Sales, Infiniti Sales, Acura Car Sales, BMW Car Sales, Honda Car Sales, & Lexus Car Sales Down In February In USA  CleanTechnicaMarch 19th, 2019 by Zachary Shahan. Here on CleanTechnica, we keep a close eye on electric vehicle news and sales. However, it's important to watch ...
Online retail fuelling rapid rise in sales of fake goods, says OECD  The GuardianThe rise of online platforms for buying and selling goods has fuelled a rapid increase in fake merchandise sold around the world, the value of which has reached ...
US Health Officials Move to Limit Sales of E-Cigarettes  Voice of AmericaAs the use of e-cigarettes among America's young people rises, the U.S. government is attempting to set restrictions on the industry.
‘Us’ Advance Ticket Sales Outstripping ‘A Quiet Place’ & Jordan Peele’s ‘Get Out’  DeadlineAlways a promising sign for how business could wind up this weekend: Fandango is reporting that advance ticket sales for Universal's Us are out-pacing that of ...
Tilray Sales Beat Estimates but Shares Turn Lower  TheStreet.comTilray Inc. (TLRY) shares turned lower Tuesday after the Canadian cannabis group posted a wider-than-expected fourth-quarter loss but said sales nearly tripled ...
Tax on high-end real estate sales could generate hundreds of millions for Boston  The Boston GlobeA tax on sales of high-dollar real estate in Boston would generate an enormous amount of money for affordable housing, but could dampen the city's real estate ...
A leaked memo shows a shakeup is underway in Bank of America's sales and trading division, as a star sales exec is switching roles and another is leaving the firm  Business InsiderChanges are afoot in FICC at Bank of America Merrill Lynch: A star sales exec is moving into a role in trading, and another exec is moving on.
3M’s Realignment Could Ease Potential Sales of Divisions  Barron'sThe conglomerate announced it is consolidating into four divisions from five. The move could make it easier to sell or spin off a division in the future. That would ...
The Supreme Court’s Online Sales Tax Ruling Is Already a Huge Headache for Small Businesses - Reason.com  ReasonAn overlooked ruling could force small businesses to pay sales tax in dozens, even hundreds, of jurisdictions where they have no representation.
IBM servers crashed in Q4 – just sales, not the mother of all outages  The RegisterIBM's worldwide server sales took a turn for the worse in Q4, declining by almost a third as the dust settled on the Z mainframe refresh rush. The latest stats from ...
Ocado sales hit by warehouse fire  BBC NewsOcado's revenue grew by 11.2% in the 13 weeks to 13 March compared with the same period last year, although the online food retailer's income was hit by a ...
Ocado shares hit record on reassurance after warehouse fire  Telegraph.co.ukOcado's sales at the start of the year were dented by a fire that destroyed most of its warehouse in Andover in Hampshire, forcing it to cancel orders and halt ...
Weather has hit Del Taco’s sales this year  Restaurant Business OnlineThe Calif.-based chain said that its same-store sales are slightly negative this year, thanks largely to an unusually cold winter in.
BMW India Launches Joy Rewards After-Sales Program  NDTVAuto.comBMW India has launched a first of its kind after sales benefit program called the BMW Joy Rewards. The company says that it is a special after sales program ...
Insys Trial Raises Questions About What Drug Sales Reps Can And Cannot Do  wgbh.orgThe Insys trial is raising broader questions about exactly what drug company and their sales reps are — and are not — allowed to do.
Exclusive: Israel's chip sales to China jump as Intel expands  ReutersIsrael's exports of computer chips to China soared last year as Chinese companies bought more semiconductors made at Intel's Kiryat Gat plant.
6 paid iPhone apps on sale for free on March 19th  BGRYesterday's roundup of the best paid iPhone and iPad apps on sale for free was a great one, and you can still find a few free downloads in there today if you ...
8 Tips You Can Use to Improve Your Sales Numbers  EntrepreneurWhen you think about sales, you should start with an idea of how you can help your customer, not just convince them to buy. Next, you should focus on emotion, ...
Videogame sales return to growth with 4% February gain  Seeking AlphaA solid month in software and accessories lifted videogame sales to 4% year-over-year growth in February, a rebound after January's sales dipped with broad.
Messi's return boosts ticket sales ahead of Argentina's match against Venezuela  MARCA.comThe organisers of the Argentina against Venezuela friendly in Madrid are expecting a large crowd due to the presence of Lionel Messi in the...
Suzuki Intruder sales down to 0 units for Jan and Feb 2019  RushLaneSuzuki Intruder cruiser 150cc motorcycle has been discontinued in India. Sales of the motorcycle for Jan and Feb 2019 are 0 units.
Why New Sales Managers Need More Training  HBR.org DailyLeading a sales team takes a different skill set than just working on one.
UK protests over arms sales to Saudi Arabia for Yemen war  Aljazeera.comThey are highlighting the proposed sale of more Eurofighter Typhoon jets to the Saudis - which they say is illegal under international law.
Limits, delays for Hyundai Kona electric car sales, as video reveals nearly all  The DrivenThe Hyundai Kona Electric will officially be added to Australia's growing electric car fleet in coming weeks, following a month of preparation by the South Korean ...
A Bunch of Spring Essentials Are on Double-Discount at the Outnet Right Now  New York MagazineSpring-ready basics and accessories are up to 85 percent off at the Outnet including Rachel Zoe satin dress, SEE BY CHLOÉ Studded quilted suede shoulder ...
The 2019 Retail Apocalypse Continues With Another Major Chain Closing All Its Stores  MONEYShopko store closures and liquidation sales will take place at all remaining locations by June 2019, as the retail apocalypse continues.
Porsche Sales Increase By 4% Worldwide In FY 2018-19  NDTVAuto.comPorsche's operating profit grew by around 4 per cent in the 2018-19 financial year compared to the same period in the previous year, reaching 4.3 billion Euros.
Tesla's shift to online sales could lead to the end of your friendly local car dealer  Star TribuneSome dealers are spending more on *service* operations, where profits are higher anyway.
WooCommerce Integrates XRP When eCommerce Sales Are Projected to Hit $4.8 Trillion by 2021  Ethereum World NewsWietse Wind, after posting a 3000 XRP bounty has finally find a way of integrating XRP in WooCommerce. This exposes XRP to demand from 3.3 million users ...
Here’s what the $10M-$20M NYC investment sales market looked like last week  The Real DealHere are the details on last week's mid-market investment sales around New York City, according to records filed with the city's Department of Finance.
Nissan Leaf Sales Cross 4 Lakh Units; Best Selling Electric Car In The World  GaadiWaadi.comNissan Leaf took just 9 years to cross 4,00000 milestone and it is the best selling electric car in the world.
$639,000 home in northeast Sioux Falls tops home sales report  Sioux Falls Argus LeaderThe six-bedroom home, located at 1705 N. Paddington Circle, sold for $639000, according to weekly public property sales records.
Visualizing Electric Vehicle Sales Around the World  Visual CapitalistIt took five years to sell the first million electric cars - in 2018, it took only six months. These charts look at global electric vehicle sales.
Analysis | 3M and Roper Are Captains of Their Fate on Asset Sales  Washington PostBoth companies are rethinking the glue that holds their businesses together and may need to jettison some.
Binance Launchpad - The Beginner's Guide: How To Invest In Token Sales  CryptoPotatoEarlier in January, Binance, the largest cryptocurrency exchange by traded volume, announced that it would launch new token fundraising events every month ...
Panel advances sales tax bill for Nebraska's Gage County  WOWTA Nebraska county that owes a $28 million legal judgment to people wrongfully convicted of a 1985 murder could impose a sales tax to pay it under a bill ...
Azim Premji’s charitable trusts grow richer on dividends, share sales  LivemintThe two trusts earned ₹11357 cr by way of dividends, share sales and buybacks in the last nine years.Azim Premji's trusts received bonus shares issued by ...
House sales to foreigners soar, domestic sales decline in Turkey  Hurriyet Daily NewsResidential property sales to foreigners in Turkey posted a considerable rise in February, official data revealed on March 18.
ASOS shares tumble as 'challenging' markets hit sales  Sky NewsShares in ASOS have fallen sharply after it reported "challenging" conditions in France and Germany and said sales in the US had been hit by teething problems ...
Deals Spotlight: Flash Sales Discount MacBook Pro (2018) and 12.9-Inch iPad Pro (2017) to New Lows  MacRumorsThere are two noteworthy flash sales happening today only, with discounts that knock the price of the 13-inch and 15-inch MacBook Pro and 12.9-inch...
Budget proposes rebates for electric cars, voluntary sales mandate  National ObserverThe Trudeau government is proposing to help subsidize the cost of buying an electric car by up to $5000, but has declined to establish a more stringent sales ...
Toyota Australia excited by hybrid sales, 'won't apologise' for lack of EV  CarAdviceMore than half of Camrys sold are now petrol-electric, and the new hybrid RAV4 is expected to be almost as successful. Toyota Australia's vice-president of sales ...
Bata to clock about 15% annual growth in net sales in two years: Analysts  Business StandardThe stock of Bata India has surged 13 per cent after a healthy December 2018 quarter result, taking the one-year gains to about 98 per cent. The stock has ...
Banks Sell Half Of The Loans Put Up For Sale This Fiscal  BloombergQuintBanks managed to sell half of the loans they put up for sale this fiscal at better prices than last year, according to four people familiar with the numbers, ...
Xiaomi Swings to Profit in 2018 on Higher Smartphone Sales  The Wall Street JournalChinese smartphone maker Xiaomi swung to a profit in 2018, as its push to boost sales of its more expensive handsets continued to pay off.
Backers hope to avoid voter confusion in sales tax renewal pitch  The ColoradoanVoters will be asked to continue the spirit of Keep Fort Collins Great, though TABOR and another initiative could sow confusion at the ballot box.
Five Ways Sales Has Changed In Recent Years (And How To Adapt)  ForbesThe benefits of perfecting your sales process cannot be denied, but becoming a true sales master can be a challenge. Sales has changed a lot in recent years, ...
Low unemployment poses a sales problem for restaurants  Restaurant Business OnlineSpeaking at the J.P. Morgan Forum last week, McDonald's CFO Kevin Ozan said there is a correlation between restaurants' staffing and.
Green Earth prepares to close up shop, announces liquidation sales  Global NewsA retailer that's been in business for nearly 30 years is declaring bankruptcy.
These Are The Best Deals Online This Week, According To R29 Fashion Editors  Refinery29The R29 Fashion Editors rounded up the best of what's on sale this week. Click to see deep discounts and the best promotions from our favorite retailers.
London Leads Fall in Home Sales as Buyers Hold Breath for Brexit  BloombergFollow the latest global economic news and analysis @economics. Asking prices for London homes fell this month as buyers hesitated on closing deals amid ...
Town hall in Ector County focuses on sales tax  NewsWest9.comEctor County Commissioners town hall meeting today at 6 p.m. focuses on providing information about the passed sales tax voted upon in November.
Group urges Orange lawmakers to ban legal pot sales  Times Herald-RecordGOSHEN — A group opposing legalization of marijuana in New York laid out its arguments before Orange County lawmakers on Tuesday to dispel what it said ...
Great Falls ex-LuLaRoe customer sues clothing MLM company over illegal sales tax collection  Great Falls TribuneCase still alive as other sales-tax suits against LuLaRoe falter.
Clean Seas Seafood on upward trajectory with higher FY19 sales revenue  Small CapsClean Seas Seafood (ASX: CSS) has reported strong growth for the 2019 financial year to date, with sales revenue trending upwards on the back of new ...
Tesla Model 3 Poised To Set Norwegian Record For Most EV Sales In One Month  CleanTechnicaMarch 18th, 2019 by Steve Hanley · Model 3s in Norway. In March 2018, Nissan sold 2,172 new LEAF electric cars and 216 used LEAFS, establishing a new ...
Bonmarche in fresh profit alert as sales weaken 'significantly'  Sky NewsThe cut-price womenswear retailer now expects to report an annual loss of up to £6m, even worse than previously forecast.
State booze retailer Alko announces 8.5% sales drop in 2018  YLE NewsFinnish state alcohol retailer Alko announced that 2018 sales were down and that its turnover last year fell to 543 million euros, compared to 596 million euros ...
Colorado Springs sales tax revenue bounces back in February  Colorado Springs GazetteColorado Springs' sales tax revenue bounced back to a solid gain in February after a lackluster January, the city's Finance Department reported.
Crackdown on exotic animal sales in Houston, Texas  KTRK-TVHOUSTON, Texas (KTRK) -- You can pretty much buy anything online these days, but some unscrupulous individuals are using areas of the web to sell illegal ...
Cars In Demand: Hyundai Creta, Maruti S-Cross Top Segment Sales in February 2019  CarDekhoThe Creta is far ahead of the pack while the S-Cross is holding its own pretty well. Where do the Duster, BR-V and Kicks stand?
LI town to consider moratorium on pot sales  NewsdayTown officials will have a public hearing next month to discuss a proposed one-year delay on the sale of legal recreational marijuana.
Xbox One Sale Roundup: March 19th, 2019  TrueAchievementsDiscounts on Goat Simulator, Rise of the Tomb Raider, Destiny 2, Sleeping Dogs: Definitive Edition, Far Cry 5, Just Cause 3, Murdered: Soul Suspect and more.
Two business leaders disagree over quarter-cent sales tax plan  Lincoln Journal StarTwo Lincoln businessmen who debated the city's quarter-cent sales tax proposal at a Tuesday luncheon agree on the need.
3 Reasons Legal Weed Sales Aren't Getting Any Higher in Canada  The Motley FoolHere's why the Canadian sales explosion investors were betting on isn't happening.
NIU posts strong 2018 earnings, nearly doubles sales on electric scooters, coming to USA soon  ElectrekNIU's Q4 2018 and end of year earnings reports were just released. They provide an excellent view into the financial stability of the company as well as its ...
PSA recruits former Renault exec Koskas as sales and marketing chief  Automotive News EuropeFormer Renault executive Thierry Koskas will head sales and marketing for PSA's Peugeot, Citroen, Opel and DS brands.
‘Captain Marvel’ Powers Theater Ticket Sales for Second Weekend  BloombergWalt Disney Co.'s “Captain Marvel” kept its superhero grip on moviegoers, leading the North American box office for a second weekend and outdrawing new ...
Background check on all gun sales in NH means dealers must broker private transactions; waiting periods also clear House  The Union LeaderCONCORD — The New Hampshire House on Tuesday passed two gun control bills, one requiring background checks for all firearms sales and another ...
LG to drive 5 star AC sales; targeting 40% growth in 2019  Economic TimesKorean white goods maker LG Electronics is going to push for sales of five star air-conditioners this summer by halving the price difference between these ...
How Lenovo Is Bucking the Slide in PC Sales  The Motley FoolThe personal computer maker's U.S. strategy overhaul is proving fruitful, but that's not the only thing giving it a boost.
Ford is boosting production at Louisville plant thanks to strong SUV sales  Courier JournalCiting strong SUV sales, Ford Motor Co. announced Tuesday it will increase production by 20 percent starting this summer at its Kentucky Truck Plant in ...
King of Indian bond sales warns of the biggest crisis since Lehman  Economic TimesShashikant Rathi said the industry faces its biggest challenge since the global crisis.
Pot Darling Tilray Reports With Focus on Sales: Cannabis Weekly  BloombergTilray Inc., which reports its first full quarter of post-legalization results on Monday, has in many ways been the poster child for pot-stock mania.
Huawei Defies Global Troubles With Accelerating Sales Growth  BloombergHuawei Technologies Co. has withstood criminal charges and international scrutiny to post rising growth in the first two months of the year.
Get the garden started with these plant sales and free garden tour  Arizona Daily StarAll events are free or included in the cost of admission unless otherwise noted.
Italian Stallion, French Flop: Iliad's Talk of Asset Sales Should Worry Europe  Light ReadingItalian stallion, a term for a vigorous, musclebound hunk of southern European stock, could well describe French telecom operator Iliad. Since galloping into the ...
Cars In Demand: Maruti Vitara Brezza, Tata Nexon Top Segment Sales In February 2019  CarDekhoMahindra XUV300 takes the third spot in the first month of its sales.
Dollar General Warns of Slower Sales Growth  The Wall Street JournalDollar General said same-store sales grew in the most recent quarter, but profit was less than expected as it increases the portion of sales that come from ...
A Piece Of Jacksonville History Is For Sale For $799,000  ForbesIn Jacksonville, Florida, this house is a rare gem for the buyer who appreciates a piece of history in a superb location.
Renault Electric Car Sales Increased In February 2019 By 27%  InsideEVsRenault electric car sales in February increased by 27% to 3861, which is the brand's best February ever. This time both the ZOE and Kangoo Z.E. generated ...
Herrera, Walton move to restrict e-cigarette sales, manufacturing in SF  San Francisco ExaminerSan Francisco City Attorney Dennis Herrera and Supervisor Shamann Walton on Tuesday announced they were taking action to rid the city of what Herrera ...
San Antonio home sales rose 9 percent in February as prices continued to rise  San Antonio Express-NewsHome sales in the San Antonio region jumped 9 percent in February as home values continued to climb, the San Antonio Board of Realtors said Tuesday.
Hunting & Fishing calls for ban of online firearms sales  Stuff.co.nzChain of more than 30 hunting stores calls for ban of online gun sales and all sales of "military-style assault weapons".
86 Online Sales to Shop This Weekend, Especially If You Want a New Pair of Shoes  FashionistaWe have good news: Retail markdowns and discounts are getting deeper as stores make room for new spring inventory. So we suggest you grab these deals ...
The Division 2 physical launch sales just 20% of Division 1's  Eurogamer.netThe Division 2 sold far fewer physical copies during its launch week than the series' first entry, back in 2016.Ubisoft's latest Tom Clancy-'em-up shifted j…
Jan Aushadhi scheme may disrupt 20% of Indian pharma market sales: Report  Business StandardThe Jan Aushadhi scheme, under which the government provides quality medicines at affordable rates may disrupt around 20 per cent of Indian pharmaceutical ...
Southern California’s first festival with legal marijuana sales, consumption coming this weekend  San Bernardino County SunThis weekend, for the first time in Southern California, adults will be able to buy and smoke marijuana at a music festival legally. “Legally” is, of course, the key ...
Learn to Drive More Traffic and Sales With This $29 Social Media Bootcamp  EntrepreneurLearn the basics of Google AdWords and MailChimp marketing, plus dive into streaming, influencer marketing, and more.
Maruti Baleno Feb 2019 sales more than total sales of all rivals  RushLaneMaruti Baleno Feb 2019 sales are higher than the combined sales of all other cars in the segment. Will the launch of Tata Altroz change this?
Galaxy M20 online sales begin in Malaysia on March 20  SamMobileSamsung unveiled the Galaxy M20 on January 28th. It leads the company's new effort to compete in the highly competitive budget smartphone segment.
CBIC clarifies on levy of GST on sales promotion schemes  Economic TimesUnder GST supply includes all forms of supply of goods or services such as sale, transfer, barter, rental, lease or disposal made or agreed to be made for a ...
The FDA proposes further restrictions to sales of flavored e-cig products  TechCrunchThe FDA has drafted new guidance for the regulation of e-cigarettes, particularly with regards to flavored nicotine products. The first big change is that the FDA ...
GM Canada To Switch To Monthly Sales Reporting  GM AuthorityGM Canada announces plans to switch to quarterly sales reporting starting with the second quarter of 2019, following in the footsteps of GM U.S. and GM China.

Writing Effective Sales Messages

A sales letter is a document designed to generate sales.... Read More

Can Walmart Make You Rich?

Have you ever shopped at Walmart and thought... I need... Read More

How Improve Conversion Rates

Do you know your conversion rates? Conversion rate is the... Read More

How to Revive a Dead Lead

It's easy to spend days, weeks, or months speaking with... Read More

5 Tips to Choosing a Direct Sales Business

With hundreds of direct sales companies out there, how do... Read More

Why Write a Sales Letter for Each Product?

Authors/publishers are great at getting their books written. Entrepreneurs know... Read More

Do Your Words Betray You?

What do the words that you use say about you?... Read More

The Truth Behind Linear Selling: Why It Can Make Prospects Run The Other Way

Sean works for a major telecom company.During one of our... Read More

Nine Keys to Make your Sales Copy Convincing

Would you pay $12,500 to discover the keys to great... Read More

Building Relationships

A conversation: The Salesperson: "I don't cold call-I want to... Read More

Three Ways to Get More Referrals

When you are in the business of sales, among the... Read More

The Art Of Cold Calling

I know, don't groan. You have to do them if... Read More

Interactive Sales Letter Skyrockets Conversions with 2 Simple Questions

There are many tactics and techniques that go into converting... Read More

Open Your Introduction With A Firecracker Moment

The number one requirement, whether you are a business owner... Read More

Buying Mortgage Leads - Three Things to Consider

The time comes for all mortgage brokers and loan officers... Read More

Dr. Seuss?s 3-Step Selling Process

Hello Everyone: Here's a unique look at learning how tosell:... Read More

How to Sell: Selling Tips of Master Moms

"If you don't think well of yourself, no one... Read More

Web Promotion: 10 Amazing Web Promotion Ways To Jump Start Your Sales

Hello, do you have a website and sell something on... Read More

Do You Know When You Are Being Sold To?

Britney Spears has recently caused controversy with suggestions that the... Read More

How to ASK for Business -- WITHOUT appearing Pushy --

GIVING Vs "SELLING"Never lose sight of the importance of providing... Read More

Recommending Products Vs. Selling Them

Some of the best sales people I have ever met,... Read More

Getting Referrals

ReferralsA substantial part of your business can come from referrals.... Read More

SPIN, Relevant To Both Salesmanship & Advertising!

Neil Rackham turned the world of high-ticket salesmanship on its... Read More

Needs Based Selling

I am sure you are familiar with the phrase, "I... Read More

5+5 = Your Dream

JOHN DI LEMME ON "5 + 5 = Your Dream"... Read More