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Pricing and Retail Definitions for eCommerce

Pleasure Purchase

Category/tag: Consumer Behaviour

Added 19.09.2022

In e-commerce, customers often make a so-called pleasure purchase when buying relatively inexpensive items. However, expensive items such as cars are also purchased in this way. This particular type of purchase is characterised above all by the fact that the customer does not make a rational purchase decision but buys precisely the item that makes him feel good. Caution: Not to be confused with impulse buying.