There are categories of consumers which are different in purchasing actions.
Consumers coming forward to make a purchase and use under peer pressure or guided by some other stimulus are state oriented while consumers responding immediately to any campaign and have seldom any permanent brand loyalty are action oriented consumers in my best of opinion.
Probably the best solution is to read the whole article on it. I cite one part of one text, which elucidate the topic a little...
Richard P. Bagozzi, Hans Baumgartner and Youjae YiSource, State versus Action Orientation and the Theory of Reasoned Action: An Application to Coupon Usage, Journal of Consumer Research, Vol. 18, No. 4 (Mar., 1992), pp. 505-518
p. 508:
(…) A person's degree of state versus action orientation may also influence whether attitudes will have direct effects on behavior (i.e., effects not mediated by intentions). Action orientation reflects readiness to act, whereas state orientation indicates inertia to remain in a state of inaction. Because an action-oriented person is characterized by an inherent readiness to act, s/he might be moved to act, at least partly, on the basis of a favourable attitude alone, especially when the behavior of interest is not too effortful or involving (and therefore not requiring that mental effort be devoted to decision making and intention formation) or when the attitude is especially strong (such as for intensely emotion-laden attitudes or compelling conative urges; see, e.g., Bagozzi 1991). In such cases, an attitude can stimulate action directly without activating an intention. On the other hand, a state-oriented person is not easily moved to act, and a positive attitude toward a behavior, in itself, might not be sufficient to stimulate action. In such cases, volitional processes may be required for the performance of behaviour.
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