Planned or Impulse Purchases? How to Create Effective Infomercials
TOM AGEE University of Auckland, New Zealand t.agee@paradise.net.n2 BRETT A. S. MARTIN University of Auckland, New Zealand bas.martin@auckland.ac.nz Conventional wisdom suggests that most purchases made from infomercials— 30-minute direct-response television advertisements—are made on impulse. However, this study of 878 infomerciai purchasers of six products from a major internationai infomerciai marketer indicates that the majority… Read More »