Category learning mechanisms and theories

Direct Response Marketing: Survey of Why People Buy Directly

Respondent 1: A ShamWow

"I purchased this item because I own a dog. Whenever I bathe her, it is difficult to mop up the water she leaves on the bathroom floor because she has so much fur. The ShamWow seemed like a good solution. I've seen the ShamWow in stores since I bought it over the phone but at the time, I had only heard about them when they were advertised online and on TV."

Respondent 2: The Magic Bullet

"I had bought blenders at Target and Wal-Mart and was unsatisfied regarding their ability to crush ice. Relatively speaking, the product seemed effective and was offered at a good price point for the quality."

Respondent 3: Billy Blanks Boot Camp

"I need to get in shape. I thought having a good DVD at home would be motivating, and most of the DVDs I have bought in the supermarket or at the Sports Authority are too easy to be effective."

Respondent 4: Pilates DVD set

"I love Sex in the City and had heard that Sarah Jessica Parker does Pilates, and credits Pilates for her slim figure. I couldn't resist! The videos seemed better than what you could buy at the store."

Respondent 5: Omaha Steaks

"I bought these as a gift for my father from QVC. I couldn't think what to get him, and I know he loves to barbeque but is often too cheap to buy beef!"

Respondent 6: The George Foreman Grill

"I live in an apartment and I wanted a way to cook in a small space. This seemed like a better way to make tasty and healthy food than in a microwave."

Respondent 7: 50/50 tickets

"Someone from my town called me and asked me to purchase some 50/50 tickets that were part of a fundraiser for the volunteer fire department. I agreed, out of good will, since it is a small town and it needs the money."

Respondent 8: Nutrisystem

"My high school reunion was coming up and I needed to lose 15 lbs. (well, more like 20 lbs). I was really inspired by some of the stories, too, I admit."

Respondent 9: Bona Mop

"I had just purchased hardwood floors -- this promised an easy way to clean them, without ruining the finish."

Respondent 10: Doggie steps

"My dog is getting old. I heard later the stairs were available at Pet Smart, but I hadn't seen them there. I suppose I could have made some myself, but this seemed easier and more aesthetic. I feel bad seeing my dog strain to try to get up on the couch -- this enables her to be more like her old self."

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