Purchase intentions are frequently measured and used by marketing managers as an input for decisions about new and existing products and services. Purchase intentions are correlated and predict future sales, but do so imperfectly. I review and summarize research on the relationship between purchase intentions and sales that has been conducted over the past 60 years. This review offers insights into how best to measure purchase intentions, how to forecast sales from purchase intentions measures, and why purchase intentions do not always translate into sales.
Introduction. Importance of understanding purchase intentions for marketing managers. Do marketing actions that change purchase intentions in a market research study ultimately change behavior in the marketplace? Why are purchase intentions an imperfect measure of what consumers do? Factors that impact the strength of the relationship between intentions and behavior. Forecasting from purchase intentions - best practices for marketers. General Discussion. Conclusions. References