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POPAI Webinar: Mental Budgets « Webinar « Educational Programs & Sessions « Downloads
|Date posted||November 30, -0001|
Research suggests that consumers have mental budgets for grocery trips that are comprised of both an itemized portion and in-store slack. The itemized portion is the dollar amount that the consumer has allocated tospend on items planned to the brand or product level. The in-store slack isthe portion of the mental budget that is not assigned to be spent on anyparticular product but remains available for unplanned purchases. So what happens to the mental budget when a planned product is on sale? And which variables influence in-store slack? Presenter: Jeffrey Inman, Albert Wesley Frey Professor of Marketing and Professor of Business Administration, University of Pittsburgh