I know you guys can help me put a name to the concept of usage/time commitment a consumer subconsciously assigns to a product at the time of purchase.
For example: A tube of toothpaste probably requires a 30-day commitment. When you buy that tube of toothpaste, you’re probably going to be committed to using it for a whole month – or until it runs out. Same with a stick of deodorant, a gallon jar of pickles, or a giant can of powdered Gatorade. As a consumer, I am conscious that once I buy this item, I will be stuck with it for a while… so I had better like it. This surely influences my decision to buy a product I won’t get tired of before it runs out.
On the opposite end of the spectrum, you have the products that require almost zero commitment, like a bag of chips, a gallon of gas, or a cup of Starbucks coffee, where screwing up by buying the wrong thing doesn’t really matter.
If I wanted to gauge the notion of that time commitment at the point of purchase across product categories and brands, what would I call it?