Duress Purchase (Chapter 8)

I learned a new marketing term today – duress purchase. Sears has launched a new campaign based on the idea that consumers wait until an appliance breaks to buy a new one, then the purchase is made under duress. From consumer data, Sears also learned that 70% to 80% of duress purchases begin with an Internet search.

Resources:

• Article explaining campaign
• Television Duress Ad – 1
• Television Duress Ad – 2

Discussion Questions:

1. After reading the article, do you agree that most appliance purchases are made under duress? Why or why not?
2. Do you think consumers make poorer purchase decisions under duress? Why or why not?
3. When you make a duress purchase, does it start with an Internet search? Why or why not?
4. Watch the two television ads. What are your thoughts about this campaign?
5. Name two other goods or services that tend to be purchased under duress. Explain why?