The title of this article is suitable in that what is overviewed in its few paragraphs—Impulse Propensity Marketing™—is as much a departure from the industry’s more prosaic marketing practices as was Dorothy’s trip to Oz. The similarity ends there: Baum’s narrative was fiction and fantasy, presumably, while this one, rest assured, is not.
Impulse Propensity Marketing™ or “IPM” is a field-tested, permission-based, demand-generation methodology premised on the theory that pleasure-related consumer behavior begins primarily on an emotional level...and is rationalized secondarily. As consumers, people are feeling creatures that happen to think. When attitude and behavior psychographics are incorporated into a predictive model via first-and-second-generation statistical methodologies, the "hit rate" jumps nearly 30 points beyond the state of nature. No offense intended to our friends in the flatlands, but "Kansas" it ain't.
Scroll to the second graphic on this page for the CFA (confirmatory factor analysis) display of the two factors characterizing impulse propensity.
First published in the March/April 2010 issue of Management and Operations. (Link below leads to the full article.)
First published in the March/April 2010 issue of Management and Operations. (Link below leads to the full article.)
http://resorttrades.com/articles.php?showMag=Management&act=view&id=612
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