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Have your cake and eat it too: how invoking post-purchase hyperopia mitigates impulse purchase regret
Marketing Letters ( IF 2.5 ) Pub Date : 2020-08-04 , DOI: 10.1007/s11002-020-09536-6
Jamie L. Grigsby , Robert D. Jewell , Colin Campbell

Impulse purchases are encouraged by retailers and can comprise a significant portion of a retailer’s sales. However, both consumers and researchers generally see impulse purchases as something to be avoided because they tend to be incongruent with consumers’ long-term goals. Using a goal congruence framework, this research finds that taking a broader temporal perspective of a virtuous choice made some time ago (i.e., a distant-past hyperopic choice) is one way for consumers to reduce the regret associated with an impulse purchase. Specifically, recalling a distant-past virtuous choice provides justification for a recent impulse purchase, reducing goal incongruity and thereby reducing associated regret. This effect allows retailers to both encourage impulse purchases and mitigate their potential negative consequences.



中文翻译:

还要吃蛋糕:购买后远视如何减轻冲动购买的后悔

零售商鼓励冲动性购买,并且冲动性购买占零售商销售的很大一部分。但是,消费者和研究人员通常都认为冲动性购买是应避免的事情,因为它们往往与消费者的长期目标不一致。使用目标一致性框架,这项研究发现,从前一段时间做出的良性选择(即远距离过去的远视选择)的更广泛的时间观点来看,是消费者减少与冲动购买相关的后悔的一种方式。具体而言,回忆远距离的良性选择可为最近的一次冲动购买提供理由,减少目标不一致,从而减少相关的后悔。这种效应使零售商既可以鼓励冲动购买,又可以减轻其潜在的负面影响。

更新日期:2020-08-04
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