Seeking consistency between planning orientation and situational purchase mindset |
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| Authors: | Nancy Spears Clinton Amos Atefeh Yazdanparast |
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| Affiliation: | 1. Department of Marketing & Logistics, College of Business, University of North Texas, Denton, TX, USA;2. Goddard School of Business, Weber State University, Ogden, UT, USA;3. Department of Marketing, Schroeder Family School of Business Administration, University of Evansville, Evansville, IN, USA |
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| Abstract: | The research applies consistency theory to investigate how planning orientation, planner, or reactor combines with situational purchase mindsets. The results of three studies reveal that (i) consistency between planning orientation and situational mindset fosters more action responses in terms of number of stores one intends to visit or actually visited; (ii) when inconsistency is experienced, action responses are fewer because the consumer seeks to resolve inconsistencies by consulting others to help build consensus toward one emerging purchase decision alternative; (iii) the findings depend upon whether the purchase context is hedonic or utilitarian for the planner but not for the reactor; and (iv) the impulsive scenario reverses the predictions of consistency theory. Copyright © 2015 John Wiley & Sons, Ltd. |
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| Keywords: | Purchase Mindsets Consistency Theory Planning Orientation |
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