Régine Van Heems introduced the concept of behavioral transfer to describe, in a thorough and analytical manner, a customer’s reactions to changes in a company’s sales system. Behavioral transfer manifests as a specific, non-random response from a decision-making entity after a period of stabilization. This response is influenced by a psychological decision-making process and is directed toward a new distribution method implemented by the company, with which the decision-making entity had a previous relationship through a different method.