This paper aims to examine the factors leading to and resulting from procrastination under high price uncertainty and provide recommendations for how managers can reduce consumer procrastination, thus decreasing consumer regret, anger and retaliatory behaviors.,Hypothesized relationships were tested through two scenario-based experiments using student samples. Data was analyzed using general linear model, path analysis and Wald chi-square test.,Long time limits, price uncertainty and price consciousness, all increase the likelihood of procrastination. Prestige seeking reduces procrastination, but only when time limits are short. When one delays a purchase and later the price of the item gets increased or one makes a purchase and later the price gets further reduced, procrastination and purchase decision both equally can lead to anger, which then increases the probability of exit, voice or word of mouth (WOM); however, procrastination has a much stronger impact than deciding to purchase on self-responsibility and regret, which in turn increases negative WOM.,This paper provides a greater understanding of antecedents and consequences of procrastination as well as the drivers of retaliatory behavior. Further, the findings highlight differential consequences of consumer regret and anger on consumption behaviors.,This paper provides practical suggestions for reducing consumers’ procrastination through leveraging the effects of purchase time limit and price uncertainty in general, and more specifically, for prestige-seeker and price conscious consumers. The findings provide evidence for a silent path from procrastination to retaliation and highlight the importance of possible remedies or interventions by the companies to mitigate consumer emotions resulting from procrastination.,To the best of the authors’ knowledge, this research is the first to apply temporal motivation theory in the context of consumer behavior under price uncertainty, and examine consequences of consumer procrastination in terms of thoughts, feelings and retaliatory behavior.

中文翻译：

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消费者为什么拖延，接下来会发生什么？

本文旨在研究在高价格不确定性下导致拖延的因素，并为管理者如何减少消费者的拖延提供建议，从而减少消费者的后悔，愤怒和报复行为。学生样本。使用通用线性模型，路径分析和Wald卡方检验分析数据。长时间限制，价格不确定性和价格意识都增加了拖延的可能性。声望寻求可以减少拖延症，但是只有在时限很短的时候。当一个人延迟购买，后来又增加了商品的价格，或者一个人购买了商品，后来又进一步降低了价格，拖延和购买决定都会导致愤怒，这会增加退出，发出声音或口口相传（WOM）的可能性；然而，拖延症比决定购买对自我责任感和后悔有更大的影响，反过来又增加了负面的WOM。本文对拖延症的前因和后果以及报复行为的驱动因素有更深入的了解。此外，研究结果突出了消费者后悔和愤怒对消费行为造成的不同后果。本文为一般性利用购买时间限制和价格不确定性的影响，尤其是对于声望较高的消费者和购买者，提供了减少消费者拖延的实用建议。价格意识的消费者。