The PCC Framework: Price, Convenience, and Connection as Drivers of Consumer Purchase Decisions

Kayser KH

Published on: 2025-05-31

Abstract

This study introduces a pioneering system of factor layers, the first to conceptualize consumer purchase decisions within a chaotic framework where price, convenience, and connection (PCC) serve as primary buying decision drivers, influencing mood-the central determinant of purchase intent. PCC sways mood by amplifying or mitigating the interplay of internal factors (e.g., stress, preferences) and external factors (e.g., sensory, subconscious, or conceptual inputs), nudging decisions at critical moments. This concept is modeled in the PCC Systems Factor Map and the Qualitative PCC Systems Diagram, visualizing mood at the core, surrounded by PCC, internal factors, and external factors, each layer encompassing known/unknown and controllable/uncontrollable elements. Non-linear interactions across and within layers make controlled online environments, with fewer distractions and intensified focus, ideal for personalized marketing, where PCC’s mood-swaying impact is amplified with precision. Diverse case studies demonstrate PCC’s efficacy, leveraging technologies like AI and VR/AR to enhance mood-centric strategies in physical and virtual markets. Grounded in chaos theory, systems theory, and neuromarketing, this study critiques static marketing models that fail to adapt to volatile, mood-driven behavior, advocating dynamic approaches.